Cultivate thought with Chipotle

When reading the chapter Execution is the X factor from Brand Media Strategy, I come up with some interesting campaigns which impressed me with different consumer experience. The “Cultivating Thought” campaign of Chipotle has become one of my favorite marketing campaigns in recent years. Chipotle Mexican Grill launched the “Cultivating Thought” author series in May, 2014,  featuring original essays written by influential thought-leaders, authors, actors and comedians on its restaurant packaging. Created in partnership with New York Times best-selling author Jonathan Safran Foer, who curated the series, these stories are meant to entertain customers while exposing them to some of the most creative and influential people of our time.You will never get bored when consuming products from Chipotle.

In consistent with the brand message of aiming to change the way people think about and eat fast food. This author series serves as an extension of the company’s mission to tell their unique story by engaging customers with thought-provoking ideas and cultural issues. Chipotle even made the statement to show that this series is different from others. It is not an advertising like other fast-food restaurants.  Here is what chief marketing officer, Mark Crumpacker, said: “Packaging in fast food restaurants is typically sold to advertisers, or used to promote new limited-time menu items, but we have never used our packaging that way, instead, we have used it to entertain our customers using wit, humor and design.” Nowadays, direct message about telling people to buy products is rather difficult.I think Chiptole has smartly made a campaign by creating a new type of consumer experience instead of making actual annoying direct advertisements.

Reference:
http://cultivatingthought.com

Chipotle Cups Will Now Feature Stories by Jonathan Safran Foer, Toni Morrison,and Other Authors