“Ingredients Reign” ad campaign showcases the company’s obsession with
DENVER--(BUSINESS WIRE)--Sep. 29, 2016--
A new advertising campaign by Chipotle Mexican Grill (NYSE:CMG)
spotlights their carefully selected ingredients and reinforces
Chipotle’s commitment to sourcing, preparing and serving only the very
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A new advertising campaign by Chipotle Mexican Grill spotlights their carefully selected ingredients and reinforces Chipotle’s commitment to sourcing, preparing and serving only the very best ingredients. (Photo: Business Wire)
“We prepare all of our food using a very short list of ingredients,”
said Mark Crumpacker, chief creative and development officer at
Chipotle. “This allows us to obsess over each one in order to ensure
that our food is absolutely delicious. This campaign takes a playful
look at how all that attention has inflated the egos of our ingredients,
resulting in a world in which we live to serve them — in every sense of
The campaign features a series of animated stop-motion short films along
with online, outdoor, and radio advertising that tout the tagline, “’Tis
their world. We just cook in it.” In addition to print, online, digital
and social media distribution, the short films will be shown in movie
theaters across the country, and Chipotle is considering airing them as
television spots. The campaign was created in partnership with
Austin-based GSD&M and award-winning animation studio HouseSpecial.
"‘’Tis their world, we just cook in it’ was born from the reality that
at Chipotle, there’s nothing more superior or respected than the
ingredients,” said Jay Russell, chief creative officer at GSD&M. “So
much so, that ingredients get the royal treatment—literally. Ingredients
Reign captures that worshipping and pampering, bringing Chipotle’s
obsession for fresh ingredients to life.”
"The tone of this campaign is just the right combination of
surreal whimsy and crafted beauty,” said Kirk Kelley, creative director
and partner at HouseSpecial. “By creating the spots in stop motion,
HouseSpecial's artists were able to give the regal Ingredients their
proper home, set them into a playful – but decidedly noble –
backdrop and capture the inherent intrigue and paparazzi-fueled frenzy
that Royalty always garners."
For years Chipotle has been providing fresh, responsibly raised
ingredients grown and raised with respect for farmers, animals and the
environment. This includes serving Responsibly Raised meats, ingredients
that are not genetically engineered, certain organic produce items and a
majority of dairy from cows raised on pasture.
For more information and to view the campaign, please visit
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food With Integrity, Chipotle is seeking better food from using
ingredients that are not only fresh, but that — where possible — are
sustainably grown and raised responsibly with respect for the animals,
the land and the farmers who produce the food. In order to achieve this
vision, we focus on building a special people culture that is centered
on creating teams of top performers empowered to achieve high standards.
This people culture not only leads to a better dining experience for our
customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and operates more than
2,000 restaurants, including 24 Chipotle restaurants outside the US and
14 ShopHouse Southeast Asian Kitchen restaurants, and is an investor in
an entity that owns and operates four Pizzeria Locale restaurants. For
more information, visit Chipotle.com.
Founded in 1971, GSD&M is a creatively driven, full-service agency
headquartered in Austin, Texas, that believes when you pay the price to
understand the problem and apply that insight to solve courageously, the
reward is ideas that make a difference. With a restless culture and
purpose as a guiding force, GSD&M builds brands with a fully integrated
creative, media and analytics approach. For more information, visit GSDM.com.
“Animation isn’t just a storytelling medium – it’s our life force and
HouseSpecial, formerly LAIKA/house, can make anything move. We are
animation experts. Our Portland creative team is globally known for our
ability to develop characters in narrative environments for iconic
brands like M&M’S, Supercell’s Boom Beach, Planters, Apple, ESPN, Target
and Honey Nut Cheerios. We have collaborated with advertising agencies
GSD&M, Barton F. Graf, Goodby, Silverstein & Partners, Wieden+Kennedy,
TBWA\CHIAT\DAY, Leo Burnett and BBDO among others on hundreds of spots –
many of which earned big awards and are part of advertising lore.
The studio, under the leadership of President EP Lourri Hammack, Chief
Creative Officer and Creative Director Kirk Kelley and Chief Operating
Officer Alvaro Cubillas, specializes in short- to mid-form animated
content in 2D, CG and stop-motion mediums. Website: housespecial.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160929005803/en/
Source: Chipotle Mexican Grill
Chipotle Mexican Grill
Chris Arnold, 303-222-5912