CHIPOTLE'S CULTIVATE FESTIVAL POSTER by Creative Artists Agency for Chipotle

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CHIPOTLE'S CULTIVATE FESTIVAL POSTER

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

Credits & Description

Category: Posters
Advertiser: CHIPOTLE
Product/Service: FAST CASUAL RESTAURANT
Agency: CREATIVE ARTISTS AGENCY
Media placement: Temporary Exhibition - Around Chicago - Subways, Buildings, Chipotle Restaurants, Etc. - August 25, 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. Therefore, 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 poster that could excite and encourage the public to attend The Cultivate Festival. A free, all-day, food, music and ideas celebration, held in the heart of downtown Chicago. The poster needed to communicate that this event was not only a music festival but also a food and ideas celebration, free of charge.

Describe how you arrived at the final design
The idea behind The Cultivate Festival was to create a modern harvest festival - celebrating good food and good music. Chipotle's hand-made food inspired the hand-drawn poster. We referenced designers across the country to create an elevated and inspired look for an urban setting at the intersection of food and music.

Give some indication of how successful the outcome was in the market
Promoted in Chipotle's Stores and to their 1.5MM Facebook Fans, and supported by local paid media - an audience of over 17,000 people enjoyed the Cultivate Festival. Additionally, proceeds of the specially created Chipotle menu benefited FamilyFarmed.org, a Chicago-based organisation expands the production, marketing, and distribution of locally grown and responsibly produced food.