Chipotle Mexican Grill will pay one winner $10,000 for their ad submission and may put the winner’s favorite food combination on its menu as part of its “My Chipotle” advertising campaign. Chipotle launched the user-generated campaign in May to better demonstrate the variety within its menu.
Chipotle’s menu offerings allow customers to create more than 60,000 delicious burrito, taco, bowl and salad combinations. Because customers choose exactly what goes into their individual order, they can tailor what they eat to meet any taste or dietary preferences, making Chipotle appeal to a broad customer base.
Winners will be determined by a panel of Chipotle marketing staff and the company’s advertising agency based on how well they discuss Chipotle menu items while remaining consistent with the company’s values and image. Chipotle will announce winners August 26.
The first prize winner will receive $10,000 and may have their burrito added to the Chipotle menu for a limited time. Second prize is $5,000 and a party at a local Chipotle restaurant for 50 people, and third prize will be burritos for a year (amounting to one burrito a week for a year). Additional prizes will also be awarded. To be eligible for the contest, entries must be submitted via mychipotle.com by August 14. Any spots submitted to mychipotle.com could be used in the company’s ongoing advertising.
The campaign was developed by Butler Shine Stern and Partners, Sausalito, CA and includes online, print, and in out-of-home (billboards, bus shelters and taxi tops) components. Through a dedicated website, mychipotle.com, consumers can send content to Chipotle and view selected content submitted by other users.