Chipotle set to launch game for customers to learn about its ingredients
Chipotle Mexican Grill will launch “Friend or Faux”, a digital game aiming to educate customers about Chipotle’s ingredients.
The “Friend or Faux” is an integrated marketing campaign and interactive digital experience optimized for mobile and desktop use, and will be accessible by visiting www.chipotle.com/friendorfaux.
“There’s been a lot of talk recently about fast food companies removing artificial ingredients from their food, but most of these announcements cover only a portion of the thousands of additives used in processed foods,” Mark Crumpacker, Chief Creative and Development Officer at Chipotle, said.
“Through ‘Friend or Faux,’ we are giving consumers an entertaining way to contrast the collective beauty of Chipotle’s food with the complex ingredient lists that make up many fast food and packaged food items. By engaging people in a way that makes them more curious about what they are eating, we hope they will better understand the options that are available to them.”
Through this campaign, Chipotle will attempt to showcase the limited number of ingredients it uses to make its food (just 68 ingredients in total), and contrast that with the most commonly used ingredients for fast food.
To play “Friend or Faux,” consumers must choose a Chipotle menu item and one of a number of fast food menu items, and then compare and match 20 ingredients, identifying which menu item contains each ingredient – the Chipotle item, the fast food item, or both.
The menu items will include a variety of Chipotle’s burritos, bowls, tacos and salads, as well as items such as burgers, burritos, tacos, sandwiches, salads, and pizzas available from a number of common fast food brands.
A “study guide,” where users can learn about the ingredients, showcasing the range of fresh, whole options found in Chipotle’s menu compared to that of other fast food restaurants, will also be available.
As a reward, users who complete the ingredient comparison experience will receive a special buy-one-get-one mobile offer, as well as an entry into a national sweepstakes.
The national sweepstakes will award 50 grand prize winners with one year of “Free Burritos for You and a Friend” and 100 first prize winners with a “Catering Party for 20” (where available). Users who share the “Friend or Faux” website on their Facebook and Twitter pages will receive a bonus sweeps entry.
