BACKGROUND

It was March of 2021. I recently moved back to Brooklyn after 6 glorious months with my parents. A coin shortage caused my dad to start mailing me a sock of quarters for laundry from his stash in the basement. We were still in a state of uncertainty.

But one thing people could count on was Chipotle. When the pandemic hit, we pivoted their creative to highlight free delivery and contactless pickup. Their digital business grew by 68%, and sales soared while other brands went under. Chipotle was there for the lonely cravings with dependable ways to order.

So in 2021, with the world still fully digital - from healthcare to groceries to school - Chipotle followed suit with its first-ever digital exclusive menu item: the Chipotle Quesadilla.

CREATIVE LAUNCH APPROACH

Highlight culinary expertise; drive craveability & excitement; hero customer tweets and comments begging for the quesadilla’s permanent spot on the menu; bring in digital-only cues (ie. glitchy text treatments and clear calls to action) to communicate digital exclusivity.