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.
they wanted people to know two things:
1) their queso's made with real ingredients, and
2) it's here.
INSTA STORY
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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.
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PHASE 1: THE TEASE
We had a soft launch in Denver (the home of
the OG Chipotle), and ran a super targeted campaign there.
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.
Role: Lead Copywriter
Editor: William Espey
Design/Art Direction: Allisyn Roscioli, Heejin Suh
Creative Directors: Anna Tou, Mark Crumpacker
Photographer: Beth Galton
