Chipotle Launches Game Based on Popular “A Love Story” Animated Short Film
October 11 2016 - 9:30AM
Business Wire
Players win free Chipotle food by matching wholesome ingredients
in new online memory game
Chipotle Mexican Grill (NYSE: CMG) announced today a new online
game based on the company’s original, animated short film “A Love
Story.” The game is available online and allows users to test their
memory skills by matching up real Chipotle ingredients while being
careful not to select the imposters (added flavor or added color
cards). Anyone who plays the game will receive a mobile
Buy-One/Get-One (BOGO) free entrée offer (while supplies last)
redeemable at any Chipotle in the U.S. or Canada just for
playing.
“A Love Story” illustrates how competition among food businesses
has caused food to become increasingly processed and filled with
added colors and flavors. The film –- which has been viewed more
than 61 million times -- follows the story of two young
entrepreneurs, Ivan and Evie, and the escalating rivalry that leads
them to build competing fast food empires with vast menus and
heavily processed food.
Since its release in July 2016, the film has been well received.
Market researcher Ace Metrix noted that the film was the highest
scoring quick-service restaurant ad it ever tested, an
accomplishment made more impressive by the film’s three-minute
length. Chipotle’s own research on “A Love Story” shows that 71% of
consumers the company surveyed said that they would be more likely
to agree that Chipotle uses high quality, whole ingredients, and
65% saying it made them more likely to trust the company.
“A commitment to real, unprocessed ingredients remains central
to our mission,” said Mark Crumpacker, chief marketing and
development officer at Chipotle. “This new game furthers the
important themes in ‘A Love Story’ while reinforcing our commitment
to sourcing the very best ingredients and preparing them using
classic cooking techniques.”
Users may play “A Love Story” Match Game starting October 11. To
test your matchmaking skills, visit Chipotle.com/alovestorygame and
to view the original “A Love Story” film and inspiration for the
game, please visit Chipotle.com/alovestory.
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 26 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.
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ChipotleChris Arnold,
303-222-5912carnold@chipotle.com
Chipotle Mexican Grill (NYSE:CMG)
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