Chipotle’s New “Friend or Faux” Game
Wonder what you’re eating at a fast food or fast service when you order? Chipotle Mexican Grill answers that question with “Friend or Faux” – an integrated-marketing campaign and interactive digital experience that invites consumers to learn about the differences between Chipotle’s ingredients and those commonly used to make fast food. Just look up the “Friend or Faux” game by visiting www.chipotle.com/friendorfaux.
The new “Friend or Faux” game is designed as a fun means to reinforce Chipotle’s initial and ongoing commitment to serving genuine, high quality ingredients raised with respect for farmers, the environment, animals and consumers. Chipotle has always focused instead on offering diners straightforward food with quality ingredients prepared using classic cooking techniques.
In a marketing-driven industry, cheap, heavily processed foods often include thousands of additives and artificial ingredients have become common. Through this campaign, Chipotle will showcase the limited number of ingredients it uses to make its food(just 68 ingredients in total), and contrast that with the long and complex ingredient lists on which many fast food brands havebecome so reliant.
“There’s been a lot of talk recently about fast food companies removing artificial ingredients from their food, but most of theseannouncements cover only a portion of the thousands of additives used in processed foods,” explained Mark Crumpacker, ChiefCreative and Development Officer at Chipotle. 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.”
To play “Friend or Faux,” consumers must choose a Chipotle menu item and one of a number of fast food menu items, then compare and match 20 ingredients, identifying which menu item contains each ingredient – the Chipotle item, the fast food item,or both. A “study guide,” provides a way to learn about the ingredients.
As a reward, users who complete the ingredient comparison experience will receive a special buy-one-get-one mobile offer, aswell as an entry into a national sweepstakes.
For more information and to try the “Friend or Faux” experience, please look below and/or visit www.chipotle.com/friendorfaux.