Chipotle Design & Branding CHIPOTLE'S CELEBRITY BOX by Creative Artists Agency

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CHIPOTLE'S CELEBRITY BOX

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market United States
Agency Creative Artists Agency
Released August 2011

Credits & Description

Category: Sustainable Packaging
Advertiser: CHIPOTLE
Product/Service: FAST CASUAL RESTAURANT
Agency: CREATIVE ARTISTS AGENCY
Media placement: Direct Mailing - 87 Mailings To Celebrities, Athletes, And Social Influencers - August 29, 2011

Describe the brief from the client
Chipotle has many passionate fans. Fortunately for Chipolte, many of them come from the world of entertainment, sports, and beyond. So rather than, like many brands, just giving their product away for free, Chipotle wanted to reach to their celebrity fans with a message about sustainability and to share their mission to cultivate a better world.

Describe the challenges and key objectives
Give talent a limited edition, beautifully designed, unique item that teaches them about Chipotle’s mission and invites them to join in the journey.Celebrities are constantly given cool, free things. We wanted them to appreciate the design, but more importantly, the message.

Describe how you arrived at the final design
The design on the top of the box are passionate ramblings that evoking an emotional connection.

Like Chipotle's food and packaging products, the box is also sustainable. Hand-crafted box made from reclaimed wood that was designed by a Chicago craftsman who used laser technology to etch the text.

Inside the box is a letter, printed on recycled paper, about what Chipotle is doing for the food industry and the environment. Additionally, the letter explains the opportunity for the recipient to host a burrito party for the cause of their choosing.

Give some indication of how successful the outcome was in the market
To date, 87 boxes (first round of shipping) have been delivered to various celebrities and athletes. These recipients have shared their boxes and Chipotle's message through their social media networks, reaching millions of their followers.