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2020 Effie Awards Announcement: Chipotle Mexican Grill

June 18, 2020
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CODE3 is honored to be recognized with an Effie Award for Chipotle’s ‘The Difference is Real’ Campaign. Congratulations to all of the agencies and partners that worked on the campaign!

In a world craving honesty and action, Chipotle decided the best way to lead was to show they had nothing to hide. With a radically transparent anti-advertising campaign, Chipotle used every communication to prove how ‘The Difference Is Real,’ noting how they sourced ingredients and cooked them fresh every day, something that few other national restaurant chains can say. Following the campaign, consumer confidence rebounded, leading to four quarters of double-digit sales growth and doubling the stock price in a year.

Our approach to paid social was to not only feature employees but highlight the food and real ingredients with dynamic, thumb-stopping creative units. They worked with Code3’s media planning teams to run the ads across platforms, seeing unprecedented results – contributing to a 90% increase in digital orders, accounting for 18.0% of total sales in 2019.

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