CHIPOTLE'S CULTIVATE FESTIVAL by Creative Artists Agency for Chipotle

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CHIPOTLE'S CULTIVATE FESTIVAL

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

Credits & Description

Category: Exhibitions & Live Events
Advertiser: CHIPOTLE
Product/Service: FAST CASUAL RESTAURANT
Agency: CREATIVE ARTISTS AGENCY
Media placement: Live Event - Chicago's Lincoln Park - October 1, 2011

Describe the brief from the client
Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food: from cooking food fresh daily, to building a supply chain of 7,000+ farmers, to sourcing more local produce and sustainably raised meat than anyone, anywhere.

Chipotle asked us to find a way to tell this story and to inspire a broad audience to care about their food. Believing that the more people know about Chipotle, the more likely they will become passionate and loyal customer. So we brought the food and farmers to the people and launched a modern-day harvest festival. The Cultivate Festival - a free, all-day, food, music and ideas celebration, held in the heart of downtown Chicago.

Describe the challenges and key objectives
In a city, such as Chicago, with heavy competition from other music festivals, we needed to create a festival that could uniquely stand out among the rest while still still maintaining Chipotle's message of 'Cultivate'. A free, all-day, food, music and ideas celebration, held in the heart of downtown Chicago. The challenge was that the festival wasn't just about food and music but most importantly it was about spreading the knowledge of where food comes from and getting to know your local farmers.

Describe how you arrived at the final design
We wanted to bring the food and farmers to the people by launching a modern-day harvest festival in downtown Chicago called, 'Cultivate'.

Give some indication of how successful the outcome was in the market
17,000 customer and potential customers experience Chipotle and its mission first hand at Cultivate Chicago. Research conducted by Greenberg Inc, concluded that 66% attendees became more interested in Chipotle's mission, 99% had a positive brand association with Chipotle and 99% would attend next year's Cultivate. Even those that didn't attend the festival where exposed to it and Chipotle's mission through Chipotle's 1.5m Facebook fans and 35MM earned media impressions across key cultural influencers and media outlets.