Campaign details

Brand: Chipotle
Agency: Day One Agency

The Assignment

HELP CHIPOTLE LAUNCH ITS NEW REWARDS PROGRAM IN A WAY THAT BREAKS THROUGH TO ENCOURAGE PROGRAM SIGNUPS.

The Challenge

THE LOYALTY SPACE IS CROWDED.

U.S. consumers hold 3.8 billion loyalty program memberships according to a 2017 COLLOQUY Loyalty Census research.

Research & Insight

Even though the loyalty space is crowded, members of these loyalty programs are pretty indifferent about them unless they offer Me features.

LOYALTY USAGE IS LOW

The average U.S. consumer only actively uses about half of the memberships they hold.

2016, Bond Brand Loyalty

LOYALTY MEMBERS WANT MOBILE FEATURES

71% said they would be more likely to use their loyalty membership if it was mobile based.

2017 Codebroker Survey