Chipotle Offers Prizes for Best Ad Submissions
06 Julio 2009 - 8:30AM
Business Wire
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.
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