Picture
When Chipotle added Queso to the menu,
they wanted people to know two things:
1) their queso's made with real ingredients, and
2) it's here. 






​
                                                                                                                               INSTA STORY



​
*

Since we didn’t need to explain queso 
too much
to people who’d been begging for queso ​​for,
​well, ever, we opted for the subtle, classy route:

​FOOD PORN. Lots of food porn.

​*

​







​
​PHASE 1: THE TEASE
We had a soft launch in Denver (the home of
the OG Chipotle)​, and ran a super targeted campaign there.
Picture
Picture




​THESE ADS LED TO A LANDING PAGE
ABOUT ​QUESO'S REALNESS.




​PHASE 2: HI. I'VE ARRIVED.
Once Queso went national, we thought we'd leverage the
launch by asking people to sign up for mobile alerts
while luring them in with, yes, more food porn. 
​
Picture
Picture
Picture
Picture







​Role: Lead Copywriter
Editor: William Espey
​
Design/Art Direction: Allisyn Roscioli, Heejin Suh
Creative Directors: Anna Tou, Mark Crumpacker
Photographer: ​Beth Galton












Picture