chipotle  real campaign

Everything inside a Chipotle burrito is real, even the comedians —

In 2016, I helped lead an agency search to hire a new advertising agency of record. It was a crucial time since Chipotle was about to remove the very last artifical ingredients from our menu and we planned to announce this achievement with our very first television campaign. We aligned on the tagline "As Real As It Gets" and in the era of marketing & information overload and false news on the rise, the campaign pushed beyond the limits of real ingredients to also be about acting real with customers in a “tell it like it is” voice and tone. The national television spots took this beacon of realness, added a nice comfortable couch and Jeffrey Tambor as our host, then invited guests, like Sam Richardson, Jillian Bell and John Mulaney, over to see what was really on their mind.

chipotle london ‘worth the effort’ campaign

After 5 years, Londoners were still struggling to pronouce “Chipotle”—

Admittedly, the name is rather difficult, but we decided to capitalize on this and make it part of the "Worth the Effort" campaign concept of the campaign since just about everything Chipotle does is difficult. The campaign included two phases, “Name Fame” where we set out to teach Londoners how to pronouce Chipotle as well as decipher what was inside our iconic foil oblong shape (hint: it’s a burrito) and then “Food Prep” where we describe the painstaking and differentiating efforts that go into cooking the menu from scratch each day.

my ROLE

creative direction

team

mother london

type

OOH, print & radio advertising
social/digital promotion

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