For many Mexican food connoisseurs, a restaurant is only as good as its queso recipe. Despite this, Chipotle has been able to build up an impressive amount of brand affinity over the years even without serving up hot, bubbly cauldrons of spicy, melty, cheesy goodness.
But all that changed recently with the introduction of queso blanco to their lineup. However, you can’t just add a new menu item to the Chipotle menu and call it a day. Consumers have come to expect that every addition will deliver on the restaurant’s core principles: fresh food and transparency.
That’s where true[X] came in. Working with Chipotle, their interactive technology could build an ad that took the brand message beyond a video spot. In a unit that ran alongside long-form streaming video, users could explore every facet of the queso blanco story – from fresh ingredients to a tour of a local farm in Wisconsin to testimonials to Chipotle’s Executive Chef actually showing users the step-by-step recipe.
The net effect was a comprehensive and transparent exploration of every facet of the new queso blanco at Chipotle. As a result, this experience generated 2.8 interactions, 94% VCR, and 6% CTR on Desktop.
