4. Olivia
[ art director
+ copywriter ]
Aziz
[ creative director ]
Molly
[ art director ]
Sara
[ art director
+ copywriter ]
Brenda
[ account manager
+ researcher ]
Justin
[ art director ]
Anisha
[ account manager
+ researcher ]
Ashley
[ account manager
+ researcher
+ strategist ]
Set
[ account manager
+ researcher ]
36. We wanted to hear
it from them...
...so we asked.
37. Deeper Brand Knowledge:
Have you ever been informed about
Chipotle’s “Food with Integrity?”
Can you tell me all the advantages or
positive points about eating at Chipotle?
Do you think our diets influence our
health? Our future health? Why?
Do you think what you eat has anything
to do with the environment? How?
White
Card
Concepts
We showed them a few photos and
asked them what they thought.
38.
39.
40. hurry up and go
“If animals are happy and
healthy, I consider myself
to be happy and healthy.”
health rather
than obesity
animals out
in the open
“Chipotle is like Britney Spears.
[She] started off big, had a
“breakdown”, now [she’s] back
and people still love her.”
too corporate
85. ∙ Social Sentiment
∙ Social Media Metrics
∙ Incremental Sales
∙ Online Conversion Metrics
∙ Click-Through-Rate on Banner Ads
∙ Radio Conversion Attribution
