See the First Two Episodes of Chipotle’s Weekly, Minute-Long Snapchat Show

Dropping Tuesdays at 3 p.m. ET

Is Chipotle dishing out some sick stuff? This time, the burrito chain sincerely hopes so.

Chipotle's image has taken a beating all year, what with E. coli and norovirus outbreaks and the indictment of its chief creative officer on drug charges. Just yesterday, the company reported a nearly 15 percent third-quarter revenue decline, continuing a downward spiral.

Now, seeking to boost its brand, win new fans and jumpstart sales, Chipotle is targeting the college and high-school crowd on Snapchat (user name: ChipotleSnaps) with a minute-long weekly comedy show called "School of Guac."

Developed by Vice-owned Carrot Creative, episodes drop on Tuesdays at 3 p.m. The format sends up late-night talk shows, with dashes of SNL and Mad TV tossed in. Young actress Lorena Russi serves as host. A tin-foil-wrapped burrito serves as a desktop microphone. There's goofy animation and random humor, with the first installment touching on the 13th Zodiac sign and tricycles:

"We have always appealed to younger audiences—Gen Y in particular," Jackson Jeyanayagam, Chipotle's director of digital marketing, tells AdFreak. "Now that Gen Z is beginning to make decisions on their favorite restaurant brands, it's important that we speak to them in the most relevant way possible. Right now, Snapchat is at the top of the list."

Next, we learn why tortillas are round but tortilla chips are triangular. And a Burrito Whisperer waxes poetic:

"It's important to us to stay true to who we are as a brand," Jeyanayagam says, "which means being disruptive and innovating."

Russi's relaxed, relatable presence is a highlight, and the work seems in line with Chipotle's recent turn toward more whimsical marketing. That trend includes GSD&M's "Ingredients Reign" campaign, which casts animated avocados, tomatoes and jalapeños in starring roles. (Though not on rolls, just to be clear.)

So, how will Chipotle gauge the Snapchat show's success?

"Ultimately, we want fans to be engaging with our entire story and getting excited for the following week's episode," Jeyanayagam says. "Don't get me wrong, traffic to BurritoWowNow.com [plugged in the episodes] would be awesome, but I'd be happy with friends telling more friends that they need to follow ChipotleSnaps on Snapchat. That's the real metric for success here."

CREDITS

Client: Chipotle

Agency: Carrot Creative

Creative Director: Bharat Kumar

Strategist: Helene Dick

Account Director: Jas Jabbour

Senior Designer/Art Director: Corey Upton

Senior Copywriter: Gio Serrano

Scriptwriter: Alix McAlpine

Associate Copywriter: Monica Sagowitz

Associate Art Director: Helen Torney

Designers: Adam Rozanski/Krissan Pattugalan

Associate Designers: Meggy Kawsek/Jay Fleckenstein

Senior Producer: Austen Williams

Studio: Juliette Richey (Director of Content)/David Yeomans (Studio Producer)/Dan Stenzel (Production Coordinator)/Liz Stallmeyer (Post Production Coordinator)

Senior Editor: Tobias Arturi

Account Supervisor: Emma Kieckhafer


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@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: October 26, 2016 https://dev.adweek.com/creativity/see-first-two-episodes-chipotles-weekly-minute-long-snapchat-show-174270/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT