Chipotle Announces Winners of "My Chipotle" Ad Contest

First Place Worth $10,000, Spot on Chipotle Menu

DENVER--(BUSINESS WIRE)--Sep. 14, 2009-- Chipotle Mexican Grill (NYSE:CMG) (NYSE:CMG.B), the national chain of burrito restaurants known for serving Food With Integrity, today announced the winners of its user-generated "My Chipotle" advertising contest. The contest asked fans to submit ads highlighting their favorite food combination from the Chipotle menu online at mychipotle.com.

The first prize-winning ad, called "Oso Closo Burrito," was created by Shane Connelly from Denton, Tex. Second place goes to Clay Carnill of, Rochester, Mich. for his "The WT" spot. Connelly will receive $10,000 for his musical tribute to his favored steak fajita burrito combination, and may have his burrito added to Chipotle's Dallas restaurants for a limited time. Carnill's rap proclaiming his love for "a little bit of lettuce" earns him $5,000 and a party at his local Chipotle for 50 friends.

"We have always had such remarkably loyal customers and we are thrilled that so many of them shared what they love at Chipotle through this contest," said Mark Crumpacker, chief marketing officer of Chipotle. "We received thousands of submissions with dramatically different approaches and including everything from original music to animation and photography. The common thread through them all was just how passionate these customers are about their favorite Chipotle food."

The My Chipotle campaign was based on research suggesting that many customers didn't understand the true nature of variety at Chipotle. In spite of its menu consisting of burritos, tacos, bowls and salads, there are more than 60,000 possible combinations. Because customers decide what goes in to their own individual order, Chipotle accommodates customers with virtually any dietary preferences or restrictions.

In all, Chipotle will award prizes for 19 different submissions. All of the winning spots can be viewed online at mychipotle.com.

The My Chipotle campaign was developed by Butler Shine Stern and Partners, Sausalito, Calif. The campaign continues as an online program for Chipotle.

About Chipotle

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, and 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 nearly 900 restaurants.

Source: Chipotle Mexican Grill

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