CHIPOTLE: Create a lifestyle campaign design as fresh as Chiptole's ingredients.
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At the start of the year, Chipotle set its sights on launching a new line of limited-edition bowls, aimed at appealing to a health-conscious demographic. My team and I were tasked with creating an engaging and visually compelling digital experience to promote these bowls. Our goal was clear: craft a landing page, ad campaign, and social media posts that would grab attention and spark interest, all while showcasing the vibrant, fresh ingredients that make these bowls so irresistible.
To ensure we hit the mark, I began by diving into research. I didn’t just look at restaurant competitors—this time, I expanded my scope to include health and lifestyle brands, many of which release New Year-focused products around the same time. This was perfect, as it gave us a range of fresh ideas and trends to pull from, as well as reference points from the previous year’s campaigns. With this research in hand, I had a solid foundation for creating content that would feel both timely and relevant.
When it came to executing the design, I faced a set of limitations within Chipotle’s internal system that impacted how we could build the landing page. Despite these constraints, I was determined to craft something innovative and crave-worthy. My focus was on visually telling the story of Chipotle’s new lifestyle bowls—highlighting the fresh, vibrant ingredients and the consumers who love them. The key message was simple but powerful: these bowls weren’t just for dieters; they were for anyone who enjoys fresh, delicious food that fuels their lifestyle. By creating a design that felt as fresh and dynamic as the bowls themselves, we were able to capture the attention of Chipotle’s audience and drive engagement with the campaign.
