Chipotle Launches “My Chipotle”


Chipotle Mexican Grill has launched a campaign to increase awareness of the 60,000-plus various food combinations available on its menu. The new campaign, called “My Chipotle,” seeks to harness the creativity of Chipotle’s dedicated fan base and engage them via an online call for videos and original content.

The campaign is now appearing online, in print, on the radio and in out-of-home (billboards, bus shelters and taxi tops) in several cities including Sacramento, Denver, Dallas, Chicago and Cincinnati. It includes a dedicated website,, that allows consumers to send content to Chipotle and view selected content submitted by other users.

The effort was created by Butler, Shine, Stern & Partners Sausalito, Calif.

“Chipotle is a ‘passion brand,’ with dedicated brand ambassadors in every corner of the country,” said Mike Shine, co-founder and executive creative director of BSSP. “Chipotle has hundreds of unofficial fan groups on Facebook, posts funny fan photos on their website and also has a number of photos on Flickr taken by dedicated customers. So the most effective way to spread our message of variety is to do it through the people that already know about Chipotle’s unique menu and love it. We look forward to unleashing even more creativity from the passionate masses.”