Chipotlé

Art Director

After some bad press, Chipotlé needed a campaign to reconnect with their younger audience. So, we created a first of it’s kind, show on Snapchat The new series was a variety show crossed with a news satire program.

We weren’t interested in a conventional social media campaign. So, our Snapchat strategy was very different, and obviously, very fun.

We created teaser content to drive traffic to the episodes, and allowed users a chance to follow the Chipotle on Snapchat in order to catch all the new episodes live.

Each weekly episode was short, quippy and packed full of dry humor and silly content. We also included some interesting information and interactive activities to keep the audience engaged and informed.

We drove traffic to the show, and to the Chipotle website, with still image, animated gif and video posts on the main social platforms. The posts were a mix of humorous outtakes, informational segments and more traditional messaging. Occasionally, our main star, ‘Hally Peño’, would chime in and leave colorful replies to audience comments.