Food marketing success in 2021 can be
marked best by the companies that invite consumers to enjoy their brand
leveraging consumer focused interactive participatory marketing and messaging
according to Steven Johnson, Grocerant
Guru® at Tacoma, WA based Foodservice
Solutions®.
When Chipotle
Mexican Grill today announced it will celebrate drag culture and support
affiliated LGBTQIA+
organizations throughout June's Pride Month. It was clear to everyone that
Chipotle is once again taking a leadership role within the food sector. However,
even more importantly it was clear to all food marketers that Chipotle has invoked
the hallmark of grocerant marketing interactive and partisipatory LTO’s
according to Johnson. Chipotle is
serving up realness across two different events, Chipotle
Queen of Pride and a special Chipotle Drag Lunch. Here is how it works:
The Chipotle Queen of Pride, celebration kicked off June 1, 2021 with Chipotle's first-ever
Queen of Pride competition. From now through June 16, 2021, Chipotle
superfans Trixie Mattel, Kim Chi, and Gottmik will have their go-to
Chipotle orders featured on the Chipotle app and Chipotle.com,
with $1 of each entrée purchase benefiting the LGBTQIA+ charity of
their choice, up to a maximum of $15,000 per charity.
The drag star with the most orders over
the next two weeks will be crowned Chipotle Queen of Pride and receive an
additional $10,000 to donate to their selected charity.
Competition Lineup featuring
personal go-to Chipotle orders
Trixie Mattel Pride Burrito
·
Brown Rice, Black Beans, Fajita Veggies,
Sofritas, Tomatillo Green-Chili Salsa, Cheese, Guac, and Romaine Lettuce
The Trixie Mattel Burrito will
benefit Trans Lifeline, a non-profit organization that offers direct
emotional and financial support to trans people in crisis.
Kim Chi Pride Bowl
·
White Rice, Guac, Steak, Fresh Tomato
Salsa, Roasted Chili-Corn Salsa, Tomatillo Red-Chili Salsa, Sour Cream, Cheese,
and Romaine Lettuce
The Kim Chi Bowl will benefit
the Human Rights Campaign, a civil rights group that envisions a world
where every member of the LGBTQ family has the freedom to live their truth
without fear, and with equality under the law.
·
Supergreens Salad Mix, Brown Rice, Black
Beans, Fajita Veggies, Sofritas, Fresh Tomato Salsa, and Roasted Chili-Corn
Salsa
The Gottmik Salad will
benefit GLAAD, a LGBTQ media advocacy organization that tackles tough
issues to shape the narrative and provoke dialogue, leading to cultural change
for the LGBTQ community.
The Chipotle Drag Lunch begins on June 13, Trixie Mattel will host a Chipotle Drag Lunch on
her YouTube channel featuring friends Kim Chi and Gottmik. In
traditional drag brunch fashion, the fierce trio will perform comedic bits,
showcase their Chipotle-fied looks, provide info on their charity partners,
talk up their go-to Chipotle orders, and banter about the Queen of Pride
competition.
Fans can tune in to Trixie
Mattel's YouTube channel on June 13 to catch the full show.
"For more than 27 years,
authenticity, diversity and inclusion have been core principles of
Chipotle," said Chris Brandt, Chief Marketing Officer. "As a
longtime supporter of the LGBTQIA+ community, we're excited to leverage our real
food to help drive real, positive change."
Trevor Project x Chipotle is going on now through June 16, guests can round-up their
order total to the next highest dollar amount on the Chipotle app
and Chipotle.com to support The Trevor Project, the world's largest
suicide prevention and crisis intervention organization for lesbian, gay,
bisexual, transgender, queer, and questioning young people. To date, Chipotle
has raised nearly $7 million for underserved communities through
its Round Up for Real Change platform.
As a Pride supporter for two decades,
Chipotle celebrates equality with its employees as well as its customers.
Chipotle recently received a 100 score on the Human Rights Campaign
Foundation's Corporate Equality Index, highlighting best workplaces for
LGBTQIA+ equality. In addition, Chipotle's P.R.I.D.E. (People Respecting
Inclusivity, Diversity and Education) employee resource group aims to foster a
work environment that is inclusive of the LGBTQIA+ community while also
attracting, retaining, developing, and celebrating their authenticity. Who is
your brand reaching out too?
Invite Foodservice
Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement
assistance, or call our Grocerant Guru®.
Since
1991 Foodservice Solutions®
of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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