Wednesday, July 7, 2010

Chipotle's New Ad Campaign: "Food With Integrity"

If you've seen Chipotle ads in recent times it's likely they were witty with bold images of big burritos and funny sayings. The new campaign has a more serious tone and message: focusing more on the core values of the food chain (sustainability, quality ingredients, healthy living).

Chipotle's Chief Marketing Officer believes that it is the right time for the chain to refocus its marketing on its commitment to finding sustainable quality ingredients as more consumers have become interested in knowing where their food is sourced from and/or buying local. Chipotle is known for buying local, farm-raised animals and local produce as much as possible, leading to a high-quality, fresh fast-food experience.

I think this new campaign shows the maturity of the chain's brand. The serious messaging and mimialist graphics really help to position Chipotle as an ideal food choice for health and sustainability-conscious consumers.

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