‘Chipotle Together’ is the name of its campaign, and is designed to help the brand connect with audiences and be “a source of positivity in the crazy world.” For the campaign, Chipolte “tapped into some of the fans we've used in the past,” including Colton Underwood, Luke Bryan, and Rob Gronkowski.
The company had planned to advertising around March Madness and to continue the momentum it gained around the Super Bowl. Instead, it is focusing on delivering its food to customers, building closer ties with the communities it serves and supporting healthcare workers. To make this pivot, the company had to rework its messaging and media plan.
“You can't be afraid to tear something up if the winds change,” Brandt says. “As tough as it was to blow up or modify our media plan and change messaging, it was the right thing to do. It was an opportunity to try some new places; we advertised on Nextdoor for the first time and leaned more on streaming.”
