"Our job is to build sales for today and a brand for tomorrow, and advertising in the Super Bowl clearly fits in the latter bucket," Chipotle CMO Chris Brandt told Insider. "Cultivating a better world has been our purpose from the beginning. And the more consumers understand the story of what Chipotle does, the more they'll love the brand."
The spot indicates a change in the brand's media spending back to linear TV, especially tentpole events like the Super Bowl and March Madness, said Brandt. When the pandemic hit, Chipotle shifted its ad spending fromChipotle's digital sales grew 81% during the first quarter even as foot traffic plummeted. Its chief marketing officer reveals how the company got there.
Chipotle produced its own ads during quarantine restrictions at a new production studio in Newport Beach, Calif., with its own equipment and a restaurant replica that allows it to easily produce food photos and videos. "It's given us a whole new capability, especially in the social and digital world, where the quality is just as good as on TV, but you can just do it at a much lower cost," Brandt said. "We're saving hundreds of thousands of dollars per shoot, and it'll pay big dividends not only this year, but going forward."
Chipotle has also grown its loyalty program to more than 19 million users in 2020 from 8 million users in 2019, helping itBrandt said Chipotle was also increasingly using this audience in its marketing efforts in preparation for
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