We developed a series of stop-motion animation to point to our new Dietary Options Web Page, where users can learn how to order at Chipotle to follow certain diets such as paleo, gluten-free or vegan.
We know that most of our customers know their order so well that they don't even look at the menu boards anymore, so we wanted to convey fresh, whole ingredients at a glance.
Catering shoots are a favorite because we can create aspirational-looking party scenes, placing the food that is regularly in paper bowls and bags into our customer's homes and onto festive dishware.
...and here is Chipotle's version of breaking the internet...
We've always had our guacamole recipe on our website, but until this little gem of a GIF was created to promote it, apparently nobody ever saw it.
We posted this GIF on our homepage and as a secondary tout on a couple email blasts and before we new it, the story picked up like wildfire, and articles were published with headlines like “Secret's Out! Chipotle Reveals Guacamole Recipe” or “Chipotle Has Finally Unveiled Its Guacamole Recipe.” We found it to be pretty funny, but weren't laughing when the recipe ended up gaining 931 million media impressions and was the 3rd most published story for Chipotle in all of 2015, all without spending a penny on media. Check out the recipe page here.