Mark Crumpacker
The restaurant chain, Chipotle, stated that it is evaluating the possibility of partnering with a new advertising agency for its 2017 marketing plans. Until now, they have worked and maintain their relation with GSD&M. The brand is trying to recover its status after facing several problems due to reports of customers infected with E. coli in 2015. The company doesn’t regularly spend too much on marketing, but over the past several months has significantly increased its marketing and promotion efforts. It has given away free food, it had a loyalty program for several months and has made videos for social networks.Its current campaign Ingredients Reign, is focused on quality of ingredients and was handled by GSD&M with animation studio HouseSpecial. About one month ago it said that it was considering running the “Ingredients Reign” campaign on TV, which would mark a change in Chipotle’s strategy. Before their food issues were revealed, Mark Crumpacker, Chipotle’s Chief Creative and Development Officer, said the restaurant chain was focused on telling its brand story and didn’t plan to use TV commercials. “The problem with television, beyond the expense, is that it is really, tailored toward 30-second spots, which only works if you have some sort of a promotional or call-to-action message in them” Mr. Crumpacker said in 2015. Two weeks later, reports of an E. coli outbreak tied to a small number of its restaurants began appearing.
Dieste fue reconocido con un oro en la categoría Social de los IAB Mixx Awards 2014
