Chipotle’s ‘For Real’ Marketing Campaign Needs to Grab Attention
Photo Caption: The company hired a famous food sculpture duo to create edible holiday windows in a New York City restaurant using Chipotle's 51 ingredients.
Skift Take
Chipotle has to ensure that its "For Real" marketing campaign hits hard, and edible holiday windows are one way to get there.
When Chipotle CEO Brian Niccol threw down the gauntlet on the future of the brand earlier this year, one thing was made abundantly clear: Chipotle, the invisible brand, was over. Chipotle, the purpose-driven lifestyle brand that drives national conversation, was moving in.
Chipotle has driven some national conversation since then, but not in the way that Niccol had in mind. The company temporarily closed an Ohio location due to reports of food illness, prompting exactly the type of headlines that Chipotle can't afford while trying to execute a top-to-bottom turnaround plan. In early October, the company's head of food safety announced plans to step down.
Despite the bad news, the company's leadership team has been relentlessly executing on Niccol's mandate to pus
