Best User-Generated Ad Will Win
$10,000, Possible Spot on Chipotle Menu
Chipotle Mexican Grill (NYSE:CMG) (NYSE:CMG.B), the national chain of
burrito restaurants known for serving Food With Integrity,
announced that it will pay one winner $10,000 for their ad submission
and may put the winner’s favorite food combination on its menu as part
of its “My Chipotle” advertising campaign. Chipotle launched the
user-generated campaign in May to better demonstrate the variety within
its menu.
Chipotle’s menu offerings, made with the best-tasting sustainably
raised, premium quality ingredients, including naturally raised meat,
rBGH-free dairy, and local and organic produce, allow customers to
create more than 60,000 delicious burrito, taco, bowl and salad
combinations. Because customers choose exactly what goes into their
individual order, they can tailor what they eat to meet any taste or
dietary preferences, making Chipotle appeal to a broad customer base.
“When we launched the My Chipotle campaign, our intention was to harness
the power of our most loyal fans and to empower them as messengers for
Chipotle,” said Mark Crumpacker, chief marketing officer of Chipotle.
“While we have received hundreds of submissions and registered thousands
of users at the My Chipotle website, we wanted our customers to know how
much we appreciate their contributions to the campaign by giving them an
opportunity to be rewarded for their best submissions.”
Winners will be determined by a panel of Chipotle marketing staff and
the company’s advertising agency based on how well they discuss Chipotle
menu items while remaining consistent with the company’s values and
image. Chipotle will announce winners August 26.
The first prize winner will receive $10,000 and may have their burrito
added to the Chipotle menu for a limited time. Second prize is $5,000
and a party at a local Chipotle restaurant for 50 people, and third
prize will be burritos for a year (amounting to one burrito a week for a
year). Additional prizes will also be awarded. To be eligible for the
contest, entries must be submitted via mychipotle.com by August 14. Any
spots submitted to mychipotle.com could be used in the company’s ongoing
advertising.
The My Chipotle campaign is based on extensive research surrounding
customer preferences which found that many customers were ordering the
same thing every time they visited Chipotle, and that many people
perceived little variety on Chipotle’s menu in spite of the 60,000
possible combinations. The campaign was developed by Butler Shine Stern
and Partners, Sausalito, Calif., and includes online, print, and in
out-of-home (billboards, bus shelters and taxi tops) components. Through
a dedicated website, mychipotle.com, consumers can send content to
Chipotle and view selected content submitted by other users.
About Chipotle
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of Food
with Integrity, Chipotle is seeking better food not only from using
fresh ingredients, but ingredients that are sustainably grown and
naturally raised with respect for the animals, the land, and the farmers
who produce the food. Chipotle opened its first restaurant in 1993 and
currently operates more than 860 restaurants. For more information,
visit chipotle.com.
Chipotle Mexican Grill
Chris Arnold, 303-222-5912
carnold@chipotle.com
