Industry News | September 14, 2009

'My Chipotle' Ad Contest Crowns Winner

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Chipotle Mexican Grill announced the winners of its user-generated “My Chipotle” advertising contest. The contest asked fans to submit ads highlighting their favorite food combination from the Chipotle menu online.

The first prize–winning ad, called “Oso Closo Burrito,” was created by Shane Connelly from Denton, Texas. Second place went to Clay Carnill of, Rochester, Michigan for his “The WT” spot.

Connelly will receive $10,000 for his musical tribute to the steak fajita burrito combination, and may have his burrito added to Chipotle’s Dallas restaurants for a limited time. Carnill’s rap proclaiming his love for “a little bit of lettuce” earns him $5,000 and a party at his local Chipotle for 50 friends.

“We have always had such remarkably loyal customers and we are thrilled that so many of them shared what they love at Chipotle through this contest,” says Mark Crumpacker, chief marketing officer of Chipotle. “We received thousands of submissions with dramatically different approaches and including everything from original music to animation and photography. The common thread through them all was just how passionate these customers are about their favorite Chipotle food.”

The My Chipotle campaign was based on research suggesting that many customers didn’t understand the true nature of variety at Chipotle. In spite of its menu consisting of burritos, tacos, bowls, and salads, there are more than 60,000 possible combinations. Because customers decide what goes in to their own individual order, Chipotle accommodates customers with any dietary preferences or restrictions.

In all, Chipotle will award prizes for 19 different submissions. All of the winning spots can be viewed online at the company’s Web site.

The My Chipotle campaign was developed by Butler Shine Stern and Partners, Sausalito, California. The campaign continues as an online program for Chipotle.
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