“Ingredients Reign” ad campaign showcases the company’s
obsession with fresh ingredients
A new advertising campaign by Chipotle Mexican Grill (NYSE:CMG)
spotlights their carefully selected ingredients and reinforces
Chipotle’s commitment to sourcing, preparing and serving only the
very best ingredients.
This Smart News Release features multimedia.
View the full release here:
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A new advertising campaign by Chipotle
Mexican Grill spotlights their carefully selected ingredients and
reinforces Chipotle’s commitment to sourcing, preparing and serving
only the very best ingredients. (Photo: Business Wire)
“We prepare all of our food using a very short list of
ingredients,” said Mark Crumpacker, chief creative and development
officer at Chipotle. “This allows us to obsess over each one in
order to ensure that our food is absolutely delicious. This
campaign takes a playful look at how all that attention has
inflated the egos of our ingredients, resulting in a world in which
we live to serve them — in every sense of the word.”
The campaign features a series of animated stop-motion short
films along with online, outdoor, and radio advertising that tout
the tagline, “’Tis their world. We just cook in it.” In addition to
print, online, digital and social media distribution, the short
films will be shown in movie theaters across the country, and
Chipotle is considering airing them as television spots. The
campaign was created in partnership with Austin-based GSD&M and
award-winning animation studio HouseSpecial.
"‘’Tis their world, we just cook in it’ was born from the
reality that at Chipotle, there’s nothing more superior or
respected than the ingredients,” said Jay Russell, chief creative
officer at GSD&M. “So much so, that ingredients get the royal
treatment—literally. Ingredients Reign captures that worshipping
and pampering, bringing Chipotle’s obsession for fresh ingredients
to life.”
"The tone of this campaign is just the
right combination of surreal whimsy and crafted beauty,”
said Kirk Kelley, creative director and partner at
HouseSpecial. “By creating the spots in stop motion,
HouseSpecial's artists were able to give the regal
Ingredients their proper home, set them into a playful – but
decidedly noble – backdrop and capture the inherent
intrigue and paparazzi-fueled frenzy that Royalty always
garners."
For years Chipotle has been providing fresh, responsibly raised
ingredients grown and raised with respect for farmers, animals and
the environment. This includes serving Responsibly Raised meats,
ingredients that are not genetically engineered, certain organic
produce items and a majority of dairy from cows raised on
pasture.
For more information and to view the campaign, please visit
chipotle.com/ingredientsreign.
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 2,000 restaurants, including 24 Chipotle restaurants outside
the US and 14 ShopHouse Southeast Asian Kitchen restaurants, and is
an investor in an entity that owns and operates four Pizzeria
Locale restaurants. For more information, visit Chipotle.com.
ABOUT GSD&M
Founded in 1971, GSD&M is a creatively driven, full-service
agency headquartered in Austin, Texas, that believes when you pay
the price to understand the problem and apply that insight to solve
courageously, the reward is ideas that make a difference. With a
restless culture and purpose as a guiding force, GSD&M builds
brands with a fully integrated creative, media and analytics
approach. For more information, visit GSDM.com.
ABOUT HOUSESPECIAL
“Animation isn’t just a storytelling medium – it’s our life
force and our passion.”
HouseSpecial, formerly LAIKA/house, can make anything move. We
are animation experts. Our Portland creative team is globally known
for our ability to develop characters in narrative environments for
iconic brands like M&M’S, Supercell’s Boom Beach, Planters,
Apple, ESPN, Target and Honey Nut Cheerios. We have collaborated
with advertising agencies GSD&M, Barton F. Graf, Goodby,
Silverstein & Partners, Wieden+Kennedy, TBWACHIATDAY, Leo
Burnett and BBDO among others on hundreds of spots – many of which
earned big awards and are part of advertising lore.
The studio, under the leadership of President EP Lourri Hammack,
Chief Creative Officer and Creative Director Kirk Kelley and Chief
Operating Officer Alvaro Cubillas, specializes in short- to
mid-form animated content in 2D, CG and stop-motion mediums.
Website: housespecial.com.
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Chipotle Mexican GrillChris Arnold,
303-222-5912carnold@chipotle.com
Chipotle Mexican Grill (NYSE:CMG)
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