“Friend or Faux” reinforces the beauty of simplicity in food by
contrasting Chipotle ingredients with fast food
DENVER--(BUSINESS WIRE)--Jul. 15, 2015--
On July 21, Chipotle Mexican Grill (NYSE:CMG) will launch “Friend or
Faux” – an integrated marketing campaign and interactive digital
experience that invites consumers to learn about the differences between
Chipotle’s ingredients and those commonly used to make fast food. The
“Friend or Faux” game is optimized for mobile and desktop use, and will
be accessible by visiting www.chipotle.com/friendorfaux.
The campaign will be supported by extensive online advertising.
This Smart News Release features multimedia. View the full release here:
“Friend or Faux” reinforces Chipotle’s commitment to serving real, high
quality ingredients raised with respect for farmers, the environment,
animals and consumers, while taking a progressive approach to continue
conversations about where food comes from and how it is prepared.
In a marketing-driven industry where new menu items are often used to
drive customer traffic and proliferation of menu items is the norm,
cheap, heavily processed foods that include thousands of additives and
artificial ingredients have become common. Chipotle has chosen a
different path, focusing instead on making food with great quality
ingredients prepared using classic cooking techniques. Through this
campaign, Chipotle will showcase the limited number of ingredients it
uses to make its food (just 68 ingredients in total), and contrast that
with the long and complex ingredient lists on which many fast food
brands have become so reliant.
“There’s been a lot of talk recently about fast food companies removing
artificial ingredients from their food, but most of these announcements
cover only a portion of the thousands of additives used in processed
foods,” explained Mark Crumpacker, Chief Creative and Development
Officer at Chipotle. “Through ‘Friend or Faux,’ we are giving consumers
an entertaining way to contrast the collective beauty of Chipotle’s food
with the complex ingredient lists that make up many fast food and
packaged food items. By engaging people in a way that makes them more
curious about what they are eating, we hope they will better understand
the options that are available to them.”
To play “Friend or Faux,” consumers must choose a Chipotle menu item and
one of a number of fast food menu items, and then compare and match 20
ingredients, identifying which menu item contains each ingredient – the
Chipotle item, the fast food item, or both. The menu items will include
a variety of Chipotle’s burritos, bowls, tacos and salads, as well as
items such as burgers, burritos, tacos, sandwiches, salads, and pizzas
available from a number of common fast food brands. A “study guide,”
where users can learn about the ingredients, showcasing the range of
fresh, whole options found in Chipotle’s menu compared to that of other
fast food restaurants, will also be available.
As a reward, users who complete the ingredient comparison experience
will receive a special buy-one-get-one mobile offer, as well as an entry
into a national sweepstakes. The national sweepstakes will award 50
grand prize winners with one year of “Free Burritos for You and a
Friend” and 100 first prize winners with a “Catering Party for 20”
(where available). Users who share the “Friend or Faux” website on their
Facebook and Twitter pages will receive a bonus sweeps entry.
In addition to the game, the “Friend or Faux” campaign will include
extensive advertising to reinforce the message and drive participation
of the game.
For more information and to try the “Friend or Faux” experience, please
on Tuesday, July 21.
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
1,800 restaurants, including 17 Chipotle restaurants outside the U.S.
and 10 ShopHouse Southeast Asian Kitchen restaurants, and is an investor
in an entity that owns and operates three Pizzeria Locale restaurants.
For more information, visit Chipotle.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150715005692/en/
Chris Arnold, 303-222-5912