A woman thinks she's going into a Chipotle [known to be a healthy/organic restaurant] only to find herself in a "Cheapotle" where the integrity of honest real food has been substituted with cheap chemical ingredients [as is prevalent in most American fast food restaurants]

It's a nightmare scenario for the food conscious customer who frequents Chipotle because of its integrity when it comes to rejecting artificial flavors, colors, and preservatives.

Placed a couple of weeks before Halloween the video made headlines and created a lot of buzz in the lead up to the promotion.

It was placed on Chipotle's owned channels because it was not intended to reach scale beyond fans. The reason for that is the out of pocket cost of the "Boorito"'s that are given away during Halloween.

Youtube Views: 608,606

- 495 Likes vs 31 Dislikes

- 621 Shares

Facebook Views: 72,367

-1.6k Likes

-980 Shares

Target Audience: 18-35 year olds

Placed on social media platforms where the target audience is.

Chipotle wanted to demonstrate with humour how their ingredients differ from mainstream fast food chains. They wanted to highlight what Chipotle might have been if it didn't have its "food with integrity" mandate.

Using their annual Halloween event as a platform, the film serves to educate, entertain and promote their "Boorito" giveaway.

The video was promoted through Chipotle's owned media channel with emphasis on Facebook video. It was a huge success despite limited media dollars. [They don't promote the "Boorito" event too much in order to restrict the amount of giveaways]