14 June saw the launch of Team USA partner Chipotle’s ‘Unwrapped’ Olympic campaign which celebrates American athletes with a ‘Team Chipotle’ menu and film series.
Chipotle Mexican Grill’s activation focused on helping athletes perform at their best by providing proper nutrition through real food and real ingredients and this is brought to life through an integrated campaign led by three core strands: a national TV campaign, an athlete-led digital series and new digital menu items exclusively on the Chipotle app and Chipotle.com for a limited time
The Tokyo 2020 activation is spearheaded by the brand’s first-ever athlete-fronted TV spot running on national television across the USA through July and August. The spot highlights Julie Ertz’s training routine and debuts on 5 July during the US Women’s National Team game against Mexico.
Chicago Red Stars defender/midfielder Ertz has been a fan of Chipotle: she not only had her ‘go-to’ order featured as an official digital menu item back in July 2019, but even had her first date with husband Zach Ertz at a Chipotle restaurant.
Ertz is one of a team of Chipotle Team USA athlete ambassadors also fronting an episode of the fast food giant’s ‘Unwrapped’ digital video content series which focuses on the training routines and nutritional programmes of athletes as they prepare for big competitions.
The films, which provide an inside look at Chipotle’s athlete super fans and what it takes to compete at the highest level, come in both 60- and 15-second versions and are amplified across the brand’s own online platforms.
All Chipotle ‘Unwrapped’ videos can be viewed here: www.chipotle.com/teamchipotle.
As well as fronting a video, each ‘Unwrapped’ sports endorser has also worked with the quick service brand to create a customised menu order that is available exclusively on the Chipotle app and website.
The Julie Ertz Bowl
Steak, Brown Rice, Black Beans, Fajita Veggies, Fresh Tomato Salsa, Roasted Chili-Corn Salsa, Romaine Lettuce, and Gua
The Nneka Ogwumike Bowl
Brown Rice, Black Beans, Fajita Veggies, Roasted Chili-Corn Salsa, and Guac
The Kate Courtney Bowl
Chicken, Brown Rice, Black Beans, Fajita Veggies, Roasted Chili-Corn Salsa, Tomatillo Red-Chili Salsa, Guac, and Romaine Lettuce
The Kolohe Andino Salad
Supergreens Salad Mix, Barbacoa, White Rice, Black Beans, Tomatillo Red-Chili Salsa, and Guac
The Brooke Raboutou Salad
Supergreens Salad Mix, Sofritas, Brown Rice, Fresh Tomato Salsa, Roasted Chili-Corn Salsa, and Guac
The Alix Klineman Bowl
Double Chicken, Brown Rice, Pinto Beans, Extra Fajita Veggies, Fresh Tomato Salsa, Roasted Chili-Corn Salsa, Light Romaine Lettuce, Light Sour Cream, and Guac
The Jagger Eaton Burrito
Steak, White Rice, Black Beans, Tomatillo Red-Chili Salsa, Roasted Chili-Corn Salsa, Cheese, Guac, and Romaine Lettuce
The Michael Norman Burrito
Double Wrapped Burrito, Double Chicken, Light Brown Rice, Light Black Beans, Tomatillo Green-Chili Salsa, Guac, and Romaine Lettuce
“Chipotle is proud to be an integral part of athletes’ training regimens across all levels,” said Chipotle Chief Marketing Officer Chris Brandt. “We’re excited to share Team Chipotle’s stories and rally our fans around these elite competitors.”
Comment:
With fan and brand buzz around Tokyo 2020 finally building towards the starting gun as the world’s biggest sports event looks to take place a year behind schedule, Chipotle is one of several US Olympic Team partners aiming to highlight its health benefits (by positioning around real ingredients) while sustaining the digital sales boom driven part of socio-cultural-tech change and partly by the pandemic.
While the campaign isn’t explicitly linked to the Olympic Games, Chipotle is certainly adding marketing muscle around its team of athlete endorsers – many of whom (such as soccer star Ertz, biker Kate Courtney and volleyball player Alix Klineman) are due to star at Tokyo 2020.
The new athlete-inspired menu is exclusive to the mobile and digital sales channels which have been experiencing explosive growth as ordering habits changed during the pandemic and Chipotle’s aim is to try and make them stick.
Digital sales accounted for 50% of Chipotle’s total revenue generation in the first quarter of 2021.
Chipotle isn’t the only quick service restaurant (QSR) adopting this approach. Fast-casual food chain Sweetgreen recently ran its own first athlete partnership campaign with tennis pro Naomi Osaka that includes her favourite salad bowl.
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