Building Brand Loyalty Through Local Storytelling and Cultural Relevancy

Linhart PR developed and executed the following approach to drive local results for the “Behind the Foil” TV and digital campaign:

• Pitch interviews with the eight hand-selected employees featured in the ads to their hometown media, highlighting the employees’ local roots and allowing residents to learn more about Chipotle employees’ filming experience, what Chipotle means to them and Chipotle’s commitment to real ingredients and techniques. Provide media training to employees in advance of interviews, to ensure inclusion of key campaign messaging.
• Offer local broadcast stations in eight key Chipotle markets the opportunity to go behind-the-line — a first for Chipotle — to experience the ads in person and get a closer look at how Chipotle preps its ingredients daily, a key differentiator for Chipotle.
• Partner with social media influencers in six additional priority markets to share the ads and real ingredient messaging. Give influencers free entrée cards as a thank you and relationship-building gesture, along with posting guidelines and key messages.

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