Chipotle, then a fledgling brand with fewer than 100 locations, was beginning to home in on its Food with Integrity mission as a differentiator in the quick service space. It needed unique and powerful ways to tell the story of its connection to family farms and how it wanted to change the way people eat fast food – at a time when farm-to-table was not yet a common idea even in fine dining.
SPM devised a series of on-farm media dinners to take media out of the quick service environment and into the source of Chipotle’s food – the family farm. Each ingredient helped tell the story in a credible and compelling way. SPM also created the brand’s first media materials to message the mission, the challenges and the benefits of Food With Integrity.
The first Food With Integrity stories began appearing after the media dinners, which were replicated in multiple markets. SPM pitched and coordinated the first national story on Food With Integrity, which appeared in Newsweek.