Chipotle Ingredients Get the Royal Treatment
“We prepare all of our food using a very short list of ingredients,” said
Mark Crumpacker, chief creative and development officer at Chipotle. “This allows us to obsess over each one in order to ensure that our food is absolutely delicious. This campaign takes a playful look at how all that attention has inflated the egos of our ingredients, resulting in a world in which we live to serve them — in every sense of the word.”
The campaign features a series of animated stop-motion short films along
with online, outdoor, and radio advertising that tout the tagline, “’Tis
their world. We just cook in it.” In addition to print, online, digital
and social media distribution, the short films will be shown in movie
theaters across the country, and Chipotle is considering airing them as
television spots. The campaign was created in partnership with
"‘’Tis their world, we just cook in it’ was born from the reality that at Chipotle, there’s nothing more superior or respected than the ingredients,” said
Jay Russell, chief creative officer at GSD&M. “So much so, that ingredients get the royal treatment—literally. Ingredients Reign captures that worshipping and pampering, bringing Chipotle’s obsession for fresh ingredients to life.”
"The tone of this campaign is just the right combination of surreal whimsy and crafted beauty,” said
Kirk Kelley, creative director and partner at HouseSpecial. “By creating the spots in stop motion, HouseSpecial's artists were able to give the regal Ingredients their proper home, set them into a playful – but decidedly noble – backdrop and capture the inherent intrigue and paparazzi-fueled frenzy that Royalty always garners."
For years Chipotle has been providing fresh, responsibly raised ingredients grown and raised with respect for farmers, animals and the environment. This includes serving Responsibly Raised meats, ingredients that are not genetically engineered, certain organic produce items and a majority of dairy from cows raised on pasture.
For more information and to view the campaign, please visit chipotle.com/ingredientsreign.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food With Integrity, Chipotle is seeking better food from using
ingredients that are not only fresh, but that — where possible — are
sustainably grown and raised responsibly with respect for the animals,
the land and the farmers who produce the food. In order to achieve this
vision, we focus on building a special people culture that is centered
on creating teams of top performers empowered to achieve high standards.
This people culture not only leads to a better dining experience for our
customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and operates more than
2,000 restaurants, including 24 Chipotle restaurants outside the US and
Founded in 1971, GSD&M is a creatively driven, full-service agency
“Animation isn’t just a storytelling medium – it’s our life force and our passion.”
HouseSpecial, formerly LAIKA/house, can make anything move. We are
animation experts. Our
Barton F. Graf, Goodby,
Leo Burnett and
The studio, under the leadership of President EP Lourri Hammack, Chief Creative Officer and Creative Director
Kirk Kelley and Chief Operating Officer
Alvaro Cubillas, specializes in short- to mid-form animated content in 2D, CG and stop-motion mediums. Website: housespecial.com.