When an Instagram post went viral, Chipotle and Venables Bell & Partners realised that the greatest endorsement campaign features genuine creators and brand superfans and Chipotle’s customisable menu was a valuable asset. So they built their national TVC entirely with user-generated content. The campaign, YourPotle, notes that “There’s only one perfect Chipotle order – yours.”
The campaign drew inspiration from a top-performing social meme that shows how passionate fans are about their unique Chipotle orders and turned it into a creative brief to bring the Chipotle superfan energy and realness from social media into the homes of Americans nationwide via linear, streaming, web and social advertising placements.
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“The primary objective for YourPotle was to tap into the real, organic fan passion for the brand and highlight our completely customisable menu,” stated Stephanie Perdue, vice president of brand marketing, Chipotle.
In the ad, fans will recognise content from their favourite creators, including:
- @blakesmunchies
- @dylan.mcarthur
- @_fatandfunny
- @gretchengeraghty
- @janemukbangs
- @joeyzauzig
- @maya_sarwat
- @sharidyonne
- @smallersam_pcos
YourPotle also features the instrumental hit single, Denial is a River, by former Chipotle crew member and Grammy Award-winning singer, rapper, and songwriter, Doechii.
Credits:
Client: Chipotle Mexican Grill
Chief Marketing Officer: Chris Brandt
VP Brand Marketing: Stephanie Perdue
Senior Brand Creative Director: Shelley Sheppard
Senior Manager, Brand Marketing: Irene Adibi
Brand Marketing: Isobel Futter
Director, Influencer and Social:Kirby Ann Connell
Manager, Influencer and Social: Erin Carson
Creative Agency: Venables Bell & Partners
Founder & Chairman: Paul Venables
Partner & Chief Creative Officer: Will McGinness
Creative Directors: Greg Coffin & James Duffy
Associate Creative Director: Mike Ng
Senior Art Director: Daran Brossard
Executive Producer: Dennis McKinley
Group Brand Director: Kristin Obi
Senior Brand Manager:Brandy Kennedy
Associate Business Affairs Director: Tina Thorland
Editing: Taproom
Editor & GFX Artist: Jason Bridges
Audio Post: OneUnion
Sound Designer & Audio Engineer: Joaby Deal
Executive Producer: Michael Swarce
Colour: Mom & Pop
Colourist: Shane Reed
Executive Producer:Ali Reed
Music Supervision: Sunset Blvd
Co-Founders & Managing Partners: Marshall Eskowitz & Carey Schwartz
Director, Account Management: Lauren Keeton
