Chipotle Continues Effort to Educate Consumers on What’s in Their Food in Upcoming Marketing Campaign
July 15 2015 - 10:00AM
Business Wire
“Friend or Faux” reinforces the beauty of simplicity in food by
contrasting Chipotle ingredients with fast food
On July 21, Chipotle Mexican Grill (NYSE:CMG) will launch
“Friend or Faux” – an integrated marketing campaign and interactive
digital experience that invites consumers to learn about the
differences between Chipotle’s ingredients and those commonly used
to make fast food. The “Friend or Faux” game is optimized for
mobile and desktop use, and will be accessible by visiting
www.chipotle.com/friendorfaux. The campaign will be supported by
extensive online advertising.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20150715005692/en/
“Friend or Faux” reinforces Chipotle’s commitment to serving
real, high quality ingredients raised with respect for farmers, the
environment, animals and consumers, while taking a progressive
approach to continue conversations about where food comes from and
how it is prepared.
In a marketing-driven industry where new menu items are often
used to drive customer traffic and proliferation of menu items is
the norm, cheap, heavily processed foods that include thousands of
additives and artificial ingredients have become common. Chipotle
has chosen a different path, focusing instead on making food with
great quality ingredients prepared using classic cooking
techniques. Through this campaign, Chipotle will showcase the
limited number of ingredients it uses to make its food (just 68
ingredients in total), and contrast that with the long and complex
ingredient lists on which many fast food brands have become so
reliant.
“There’s been a lot of talk recently about fast food companies
removing artificial ingredients from their food, but most of these
announcements cover only a portion of the thousands of additives
used in processed foods,” explained Mark Crumpacker, Chief Creative
and Development Officer at Chipotle. “Through ‘Friend or Faux,’ we
are giving consumers an entertaining way to contrast the collective
beauty of Chipotle’s food with the complex ingredient lists that
make up many fast food and packaged food items. By engaging people
in a way that makes them more curious about what they are eating,
we hope they will better understand the options that are available
to them.”
To play “Friend or Faux,” consumers must choose a Chipotle menu
item and one of a number of fast food menu items, and then compare
and match 20 ingredients, identifying which menu item contains each
ingredient – the Chipotle item, the fast food item, or both. The
menu items will include a variety of Chipotle’s burritos, bowls,
tacos and salads, as well as items such as burgers, burritos,
tacos, sandwiches, salads, and pizzas available from a number of
common fast food brands. A “study guide,” where users can learn
about the ingredients, showcasing the range of fresh, whole options
found in Chipotle’s menu compared to that of other fast food
restaurants, will also be available.
As a reward, users who complete the ingredient comparison
experience will receive a special buy-one-get-one mobile offer, as
well as an entry into a national sweepstakes. The national
sweepstakes will award 50 grand prize winners with one year of
“Free Burritos for You and a Friend” and 100 first prize winners
with a “Catering Party for 20” (where available). Users who share
the “Friend or Faux” website on their Facebook and Twitter pages
will receive a bonus sweeps entry.
In addition to the game, the “Friend or Faux” campaign will
include extensive advertising to reinforce the message and drive
participation of the game.
For more information and to try the “Friend or Faux” experience,
please visit www.chipotle.com/friendorfaux on Tuesday, July 21.
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 from using ingredients that are not only fresh,
but that — where possible — are sustainably grown and raised
responsibly with respect for the animals, the land and the farmers
who produce the food. In order to achieve this vision, we focus on
building a special people culture that is centered on creating
teams of top performers empowered to achieve high standards. This
people culture not only leads to a better dining experience for our
customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and operates more
than 1,800 restaurants, including 17 Chipotle restaurants outside
the U.S. and 10 ShopHouse Southeast Asian Kitchen restaurants, and
is an investor in an entity that owns and operates three Pizzeria
Locale restaurants. For more information, visit Chipotle.com.
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ChipotleChris Arnold, 303-222-5912carnold@chipotle.com
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