Challenge

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.

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Brand Partnership

Delta Airlines

 

Target Audience

Millennials →  ages 18-24

On-the-go, Frequent Travelers

 

Driving Brand Idea

Chipotle Air. We Know What's Real. 

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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.

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