CLIENT
Chipotle Mexican Grill
Chris Brandt, Chief Marketing Officer
Stephanie Perdue, VP of Marketing
Tressie Lieberman, VP, Digital and Off-Premise
Shelley Sheppard, Brand Creative Director
Michael Kotick, Director of Marketing
Marina Cotino, Media Director
AGENCY
Venables Bell & Partners *Lead Agency
Tyler Hampton, Creative Director
Greg Coffin, Associate Creative Director
Brian Longtin, Group Strategy Director
James Duffy, Associate Creative Director
Aditi Reddy, Brand Director
Lindsie Levinson, Brand Supervisor
Mediahub
Sunny Nguyen, VP, Group Media Director
Lori Cassorla, VP, Group Media Investments, Video Investments
Carrie Drinkwater, Executive Director, Investment Activation
Day One Agency
Grant Wenzlau, VP, Story
Blake Caldwell, Vice President
CodeCreative
Aislinn Shevlin, Creative Director
Sarah Duchano, Creative Strategist
Hunt Gather
Lynna Bartosh, Design Director
SUMMARY
After recovering from a crisis, Chipotle needed to reclaim category leadership. So in a world craving honesty and action, they decided the only way to lead was to show they had nothing to hide. With a radically transparent anti-advertising campaign, Chipotle used every communication to prove how “The Difference Is Real,” from how they sourced ingredients to cooked them fresh every day, like no other national restaurant could honestly say. Consumer confidence rebounded, leading to four quarters of double-digit sales growth and doubling the stock price in a year.
