From 2016 to 2019, I partnered with Chipotle's social creative team to build Instagram-first moments with the brand's trademark dash of whimsy. The work was crafty by design: handmade, user-generated in spirit, and always carrying a job to do. Every piece drove action, turning in-store promotions like $4 Halloween entrees, BOGO, and free guac into content people actually wanted in their feed. Promo work is where creative usually goes flat. We made the offer the fun part.
Promotions
We promoted tasty products and specials to increase awareness of new items, and the (at the time) new mobile ordering app.
Holiday Events
Increasing foot traffic was always a challenge, especially around holidays of big events. We heavily promoted BOGO offers in exchange for holiday-tied promotional events.
Campaign-tied UGC
"For Real" launched in fall 2018 on a simple premise: 51 real ingredients, nothing you can't pronounce. Our social tie-in flipped that premise onto the audience. If the brand was keeping it real, customers could too, so we invited their deepest, darkest Chipotle confessions. The brand told its truth; we got the audience to tell theirs. That's a campaign people join, not just see.
