Chipotle Channels Superfan Energy Into Customisable Orders with Influencers
Chipotle and its agency partner, Venables Bell & Partners have launched a new national ad campaign created entirely with user-generated content from creators and brand superfans. ‘YourPotle’ marks the first time Chipotle is testing user-generated and creator-generated content in a national TV ad.
Chipotle drew inspiration from a top-performing social meme that showcases how passionate fans are about their unique Chipotle orders and turned it into a creative brief to bring the Chipotle superfan energy and realness from social media into the homes of Americans nationwide via linear, streaming, web and social advertising placements.
“The primary objective for ‘YourPotle’ was to tap into the real, organic fan passion for the brand and highlight our completely customisable menu,” said Stephanie Perdue, vice president of brand marketing, Chipotle.
In the ad, fans will recognise content from their favourite creators, including:
‘YourPotle’ also features the instrumental hit single ‘DENIAL IS A RIVER’ by former Chipotle crew member and GRAMMY AWARD®-winning singer, rapper, and songwriter Doechii.
“A big unlock for us was that it isn’t about how many ways you can order Chipotle. Customers care about their order, and there’s one perfect order at Chipotle. Yours! No matter what that may be. One’s Chipotle order is a cultural thing, it’s a badge, it’s a piece of identity. When we looked at this work through that lens, it was an easy bridge to bringing in the consumer, which is something else we’ve been trying to do for a while. And this lets us do it through an actual idea.” said James Duffy, creative director.
James also noted that this work is not a paradigm shift away from Chipotle’s “Real Food from Real Kitchens” concept; it’s another articulation that adds some energy, brings in the customer, and lets us talk about a new cultural insight.
