Chipotle broke its promise of “ethically and ecologically responsible practices and...branding itself as a healthy, fresh alternative to traditional fast food chains”, after outbreaks ruined its image. 1 To improve Chipotle's negative image, the challenge is to present a creative campaign to promote organic ingredients, healthier food, and quality service.
Millennials → ages 18-24
On-the-go, Frequent Travelers
Driving Brand Idea
Chipotle Air. We Know What's Real.
1 "Chipotle Mexican grill may take time to recover." The Food Institute Report, 11 Jan. 2016, p. 5. General OneFile,go.galegroup.com/ps/i.do?p=ITOF&sw=w&u=temple_main&v=2.1&id=GA LE%7CA443551082&it=r&asid=aad1d790c77fb3d15c48b2ec58509ca.Ac cessed 3 May 2017.