Chipotle - Effie Winning Repositioning

Problem
After a devastating brand safety crisis, Chipotle was struggling to regain consumer trust and relevance, in a category where other Fast Food and QSRs were using opaque science, and FDA guidelines to muddy the waters on what is quality food and what is not.

Insight
We’ve made healthy eating complicated, when really it’s intuitive.

Solution
For Real. A radically transparent platform that allowed Chipotle to regain the trust of customers, by authentically highlight the quality of its visibly real ingredients and legitimate cooking techniques; as well as regain its cultural relevance by allowing it to be an authentic, "real" voice in culture.

Result
A complete brand and business turnaround, awarded with Multiple Effies, including Sustained Success.