51 real ingredients.
51 real writeups.
By 1 real copywriter.
Me.
51 real writeups.
By 1 real copywriter.
Me.
In 2017, Chipotle removed preservatives from its tortillas and became the only national restaurant brand that prepares food without added flavors, colors, and preservatives—making all of its 51 ingredients AS REAL AS IT GETS (get it?).
Chipotle announced it to the world with an ad campaign that laddered up to a website containing everything you wanted (and didn’t know you wanted) to know about each ingredient. It was quite the nerdy task but somebody had to do it.
And that somebody was me.
Go here to see the website in all its glory. Or you can scroll down for my faves.
Chipotle announced it to the world with an ad campaign that laddered up to a website containing everything you wanted (and didn’t know you wanted) to know about each ingredient. It was quite the nerdy task but somebody had to do it.
And that somebody was me.
Go here to see the website in all its glory. Or you can scroll down for my faves.
PRESS
https://www.eater.com/2017/3/28/15071988/chipotle-new-tortilla
https://www.thrillist.com/news/nation/chipotle-burritos-tortillas-preservative-free
http://adage.com/article/cmo-strategy/chipotle-comedy-show-real/308580/
https://www.eater.com/2017/3/28/15071988/chipotle-new-tortilla
https://www.thrillist.com/news/nation/chipotle-burritos-tortillas-preservative-free
http://adage.com/article/cmo-strategy/chipotle-comedy-show-real/308580/
I TOOK PAGES OF RESEARCH & SPREADSHEETS
& DISTILLED THEM INTO THE MOST IMPORTANT STUFF.
& DISTILLED THEM INTO THE MOST IMPORTANT STUFF.
LIKE FACTS ABOUT SCIENCE...
AND AGRICULTURE...
BUT MY FAVORITE WAS THE "WAIT. THERE'S MORE." SECTION, BECAUSE, WELL...
I JUST HAD FUN WITH IT.
Role: Project Lead, Copywriter
Illustrator: Dakyung Lee
Culinary Experts: Josh Brau, Jaimi St. John
Designers: Dakyung Lee, Heejin Suh & Michael Talese
Creative Directors: Anna Tou, Mark Crumpacker
Brand Voice Lead: William Espey
