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Chipotle
Friend or Faux

RAN IN: United States

CLIENT
Chipotle Mexican Grill

Mark Crumpacker, Chief Creative & Development Officer

AGENCY
Sequence *Lead Agency

Lynette Chiu, Senior Writer
Jeff Tsang, Designer
Bill Clifford, Director of Technology
Kishan Dedakia, Developer
Matt Talese, Associate Creative Director
Chelsea Carpenter, Design Director
AJ Kiefer, Managing Director, New York


GSD&M

JaneAnne Yager, Media Planner
Marianne Rush, Associate Media Director


SUMMARY

To stand out from other food companies making claims about their use of artificial additives, Chipotle wanted to create a marketing experience showcasing the collective simplicity of its food via a direct comparison of their ingredients and their competitors. The result is Friend or Faux, a responsive, educational gaming experience and sweepstakes that succeeded on multiple fronts: in user engagement and offer distribution; in display ad effectiveness; and in its larger objective of strengthening brand loyalty and positive sentiment toward the brand.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Branded Content, Interactive/Online, Mobile/Tablet, Sales Promotion, Social Media

Audience: Other

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: National

Language: English