Chipotle: A Love Story

BRAND Chipotle / MADE BY CAA Marketing

Chipotle’s E. coli accident has without doubt been the biggest food story this year in the US – and they’ve done their best to recover. Following their beautifully crafted A Love Story-commercial with a continuous focus on real food without the chemistry, they’ve created a game where you can win a free burrito. All the players had to do was to match the memory game cards displaying ingredients like garlic, cilantro, and red peppers before the one-minute time limit is up. Clicking on one of the hidden artificial ingredient cards will result in a five-second penalty. A simple promotion, but tied to Chipotle’s strong purpose.

Impact:

We don’t have any details about how many people played the game or got a free burrito in the campaign period.

Case video:

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