Chipotle Names Butler, Shine, Stern & Partners Agency of Record
National Burrito Chain Looks to San Francisco Agency to Elevate Its Advertising and Marketing Programs
Denver--(BUSINESS WIRE)--Chipotle Mexican Grill (NYSE:CMG) (NYSE:CMG.B), the national chain of burrito restaurants known for serving Food with Integrity, has named San Francisco-based Butler, Shine, Stern & Partners (BSSP) as its advertising agency of record. Chipotle chose BSSP after reviewing more than two-dozen agencies and completing projects with three finalists.
"Our marketing strategy has not kept pace with developments in our food culture or our unique people culture," said Steve Ells, founder, chairman and co-CEO of Chipotle. "Through this search, we wanted to find the right partner that could help us elevate our marketing both creatively and strategically, and I am confident that we've found that in Butler, Shine, Stern & Partners."
Chipotle selected BSSP because of their creative and strategic abilities, and its experience working with the agency on a 10-week paid project. BSSP's work for Chipotle will include a variety of advertising and creative assignments, including traditional and non-traditional executions as well as in-store communications, and media planning and buying.
"Our search was thorough and methodical, and done in a way that let us work closely with three different agencies over a few months," said Mark Crumpacker, chief marketing officer of Chipotle. "Through this process, Butler, Shine, Stern & Partners demonstrated not only a great understanding of our brand and our vision, but also a strong philosophical connection. They are clearly the right partner for us at the right time."
"Chipotle is a passion brand," said Greg Stern, CEO of BSSP. "We're very excited to work with their team to leverage the many ardent Chipotle fans in order to create many, many more, and to support the company's plans for growth."
Terms of the agreement were not disclosed.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that food served fast did not have to be a typical fast food experience. Today, Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls (a burrito without the tortilla) and salads made from fresh, high-quality raw ingredients, prepared using classic cooking methods and served in a distinctive atmosphere. Through our vision of Food with Integrity, Chipotle is seeking better food not only from using fresh ingredients, but ingredients that are sustainably grown and naturally raised with respect for the animals, the land, and the farmers who produce the food. Chipotle opened its first restaurant in 1993 and currently operates more than 800 restaurants.
About Butler, Shine, Stern & Partners
BSSP is a full-service marketing communications agency based in Sausalito, Calif. The agency provides services in advertising, online marketing and web development, brand identity and design, and strategic brand consulting.
One of the largest independent agencies on the West Coast, BSSP is recognized for its ability to provide highly creative, fully accountable marketing solutions to a broad array of marketers including priceline.com, LucasArts, MINI Cooper, Epson, Greyhound, and Take Care Health Systems. It is a member of Worldwide Partners, Inc. the world's largest, privately held, owner-operated advertising and marketing services networks, made up of 86 agencies in 44 countries across Asia, Europe, Latin America, the Middle East and North America.
Source: Chipotle Mexican Grill