The Chipotle 'For Real' Campaign Underlines Its Simple Ingredients
Laura McQuarrie — September 26, 2018 — Lifestyle
References: Chipotle & prnewswire
The Chipotle 'For Real' campaign is a new one that aims to communicate the chain's commitment to food made with real, simple ingredients.
While there are almost 2,500 Chipotle restaurants and a wide variety of menu items to choose from, this campaign spotlights the very few ingredients that go into making all of its offerings. As part of the campaign, Chipotle created a graphic depicting all 51 simple ingredients, which includes everything from avocado and beef to sweet corn and yellow onion. With this campaign, the chain notes that "the only ingredient that's hard to pronounce at Chipotle is 'Chipotle.'"
As well as helping to put a spotlight on its real, fresh ingredients, as well as its approach to preparing quality food, Chipotle is also drawing attention to its new tagline, "For Real."
While there are almost 2,500 Chipotle restaurants and a wide variety of menu items to choose from, this campaign spotlights the very few ingredients that go into making all of its offerings. As part of the campaign, Chipotle created a graphic depicting all 51 simple ingredients, which includes everything from avocado and beef to sweet corn and yellow onion. With this campaign, the chain notes that "the only ingredient that's hard to pronounce at Chipotle is 'Chipotle.'"
As well as helping to put a spotlight on its real, fresh ingredients, as well as its approach to preparing quality food, Chipotle is also drawing attention to its new tagline, "For Real."
Trend Themes
1. Clean Ingredient Campaigns - Disruptive innovation opportunity: Create campaigns that highlight the use of real, simple ingredients in food products.
2. Minimal Ingredient Menus - Disruptive innovation opportunity: Develop menus that focus on a small number of quality ingredients to showcase simplicity and transparency.
3. Clear Food Sourcing - Disruptive innovation opportunity: Establish transparent food sourcing practices to build trust and loyalty among customers.
Industry Implications
1. Fast Casual Restaurants - Disruptive innovation opportunity: Streamline the ingredient sourcing process to offer clean and simple menu options for health-conscious consumers.
2. Food and Beverage Advertising - Disruptive innovation opportunity: Create campaigns that emphasize real, simple ingredients to appeal to conscientious consumers seeking authentic food experiences.
3. Food Supply Chain - Disruptive innovation opportunity: Develop technologies and processes to enable efficient and transparent sourcing of simple, high-quality ingredients for various food chains.
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