Kelsey FinkVeronica Monteyro

Victoria ReuterLydia Zamparelli

TABLE OF CONTENTS:I. MARKETING STRATEGY……………………………..…....3 A. Segmentation and Target Audience……………...…......3 B. Positioning and Value Proposition………….……….....5II. EXECUTIVE SUMMARY…………………..……………....6III. INTRODUCTION……………………………....……….......7IV. SITUATIONAL ANALYSIS…………………...……...….....8 A. Historical Context………………………...………….....8 B. State of the Brand………………………..…………......9 i. SWOT Analysis……………………....…….…......9 C. Industry Analysis……………………………..……......10 D. Market Analysis………………………………..…........11 E. Competitive Analysis…………………………….….....12V. OBJECTIVES……………………………………………......13 A. Quantitative – Communication and Sales………....…...13 B. Measurement for Success & Criteria for Success...........14 D. Time Frame………….....……………………………....15VI. CONSUMER RESEARCH……………………...……….....16VII. ADVERTISING STRATEGY………………...…………....18 A. Creative Brief…………………………...…..……….....18 B. Media Plan…………………………...……....……..….20 i. Objectives…………………....…………...…..…...20 ii. Media Mix………………………………..............22 iii. Geographic Weights…………………….….........23 iv. Flow Chart………………………………….........24VIII. CREATIVE EXECUTION………………………..……....25 A. Concept…………………………………………..….....25 B. Copy and Art Elements…………………………..….....26 i. Storyboards, Roughs, Thumbnails, etc:…..........….27 C. Production……………………………………….......…31

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a. Segmentation and Target AudienceI. MARKETING STRATEGY

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Chipotle’s prime customer demographic consists of males and females, ranging from 18 to 25 years old. Meals are typically very large and enough to feed as many as two adults and Chipotle’s hefty servings tend not to be as accommodating for younger audiences. Chipotle is one of the only fast food restaurants that serves alcoholic beverages, which further attracts members within this demographic.

Many Chipotle customers classify themselves as “burrito” or “Mexican food” lovers. They tend the enjoy piling on the vast array of quality traditional Mexican ingredients to form their personal favorite ethnic cuisine.

Lastly, the Chipotle consumer typically leads a “green” lifestyle and is ecologically conscious. Chipotle offers 100% naturally raised meat, and uses mostly organic products – which is rare within the fast food industry. Chipotle thrives off of this distinction, thus attracting a target psychographic market consisting of the health and environmentally conscious individual.

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I. MARKETING STRATEGY

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Typical Chipotle Customer

I. MARKETING STRATEGY

New Positioning StatementChipotle positions itself as the cream of the crop within the fast-food industry, offering 100% naturally raised meat and organic produce.

“Built by you, wrapped by us. Fresh, wholesome, honest-to-goodness burritos.”

b. Positioning Statement and Value Proposition

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New Value Proposition

II. EXECUTIVE SUMMARYObjectives: Chipotle Mexican Grill has become one of the decade’s most prosperous companies just by fine tuning and super sizing one of America’s favorite meals: the burrito. However, the one issue many consumers seem to have with the product is its association with “fast food” and all the connotations that follow that food genre. With this new campaign, we will facilitate a departure from those ideas and emphasize the care Chipotle puts into selecting the freshest organic produce and meats available by meeting the following objectives:

•Increase awareness around the honorable food practices•To increase market share from its current 35% to 50%

Measurement of Outcome: •Compare the increase of market share•Follow online blogs, social media & two-way communication•Online ad impressions; CPMs•Publicity in publications and editorials

Creative Execution:• Depiction of Chipotle’s principles of high quality and honorable food standards in farm practices• Healthy alternative; preservative, additive and hormone free values shown in ads• Displayed in form of: broadcast commercial, O.O.H. signage, and a guerrilla campaign

Consumer Research/Findings: • Online survey completed by 72 participants• 95% between 18 and 25 • Most valued factor of fast food amounted to naturally produced ingredients• Least favored factors were convenience and affordability:

Client: Chipotle

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“From the Farm, to the Foil” Campaign

•These disadvantages hinder consumer’s desire to go out and purchase fast food• Whereas the consumer would otherwise frequent these restaurants more often

Target Market:• 18-25 year-old males and females• Environmentally conscious • Green lifestyle

“Built by you, wrapped by us. Fresh, wholesome, honest-to-goodness burritos.”

•Middle class•Mexican food lover

III. INTRODUCTIONChipotle Mexican Grill, Inc. is a fast-casual restaurant chain founded by current Chairman and co-Chief Executive Officer Steve Ells. It began with the opening of one store in Colorado in 1993, and has now expanded to 1024 stores dispersed throughout the United States and Canada. The initial goals of the company were to go beyond and even redefine the fast food experience through an incorporation of both high quality fresh ingredients and a high quality dining experience without compromising the convenience of accessible and affordable fast food. These goals, which have been achieved through widespread success, have evolved since their origins to include a convention of food quality in creating their concentrated product line of tacos, burritos, salads and burrito bowls. Chipotle’s commitment to “Food with Integrity” entails an integration of environmentally, socially, and humanely responsible products, further setting apart Chipotle from its competitors.

Chipotle as a brand is one that has designated a position in the fast-casual restaurant segment while differentiating itself through its proclamation of its unique qualities: an offering of a Chipotle experience, sustainable building design, and community building. The Chipotle experience is assimilated into the restaurants through Chipotle’s unique assembly line system for ordering the intricate parts of one’s meal, while the sustainable design is being enforced throughout the “green” principles followed by the company and the “green” architectural design of each restaurant. The final standard by which Chipotle as a brand is distinguished is its support of community, which is achieved through its active role played by various restaurant locations within a certain community or neighborhood. Therefore, Chipotle strives to and ultimately fulfills to serve a unique dining experience through a fast food setting.

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IV. SITUATIONAL ANALYSISa. Historical Context

In 1993, Steve Ells opened the first Chipotle Mexican Grill restaurant in the Denver, Colorado area in an old ice cream parlor on an $85,000 loan from his father. His idea was to create a traditional Mexican burrito with gourmet ingredients, but produced at fast food speed. It’s safe to say that the idea was incredibly lucrative, with seven more outposts opening in the next three years. The excitement around this innovative venture soon garnered McDonald’s investors in 1998, allowing the company to expand to over 500 locations until the company divested it’s share in Chipotle eight years later. However, the brief investors’ takeover had allowed Ells to step away from the business aspect to investigate pure and naturally raised meat products. By 2001, Ells ensured his customers that all locations served naturally raised pork only, followed by one hundred percent naturally raised chicken in the following year, and eighty percent beef by 2008. While feeding 750,000 customers a day, including a new location overseas in London, Steve testified before congress in 2009 to ban antibiotics in ranching and farming, all to further emphasize his innovative and publicly backed mission to provide “Food with Integrity.”

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IV. SITUATIONAL ANALYSISb. State of the Brand

As of September 30th, 2010, Quarter 3 (Q3):

•1,024 restaurants owned•48.2 million earned, 39.9% up from last year’s Q3

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Strengths Weaknesses• All natural ingredients• Sells Alcohol• Eco-friendly• Vegetarian, low-carbohydrate options• Fast• Assembly line style• Little Advertising, Less Annoying

• McDonald’s investors• Menu rigidity• High caloric content• Unclear marketing presence

Opportunities Threats• Philanthropy in fresh food community• Converting already present stores into

• Traditional fast food fare not offered (i.e. hot queso)• Late hours at other competitors divert

i. SWOT Analysis

IV. SITUATIONAL ANALYSISc. Industry Analysis

Chipotle competes within the food industry, which is subject to some of the most dramatic changes in trends due to ongoing change in consumer taste. Consumers currently spend approximately $1 trillion on food annually in the United States, which is equivalent to nearly 10% of the Gross Domestic Product. Because the food industry owns such a large share of the overall marketplace, it can be extremely challenging to stay competitive and up to date with current trends and often becomes a threat for most c o m p a n i e s . I f t r e n d s a n d innovation are presented in a correct fashion, it can lead a brand to further opportunities within the industry. Trends and innovations within the food industry that capture the consumer base currently concern health and nutritional facts, ethical business practices and environmental impact, individual cost and time efficiency without -compromising fun and sophistication.

Health and Nutritional Facts:• Consumers continue to seek new ways to fight obesity, deteriorating cardio health and digestive health in order to prevent aging and ultimately death. • Nearly two-thirds of shoppers tried to manage or treat a health condition through diet• Energy was the top reason consumers made a dietary change in 2009, showing that consumers are looking for a boost in their daily lives mentally and physically consuming products with ginseng, guarana and taurine, among key ingredients.•The demand for low calorie and light products will continue to grow, as well as allergen-free claims on food labels.

Fast, Tasty, Fresh, Sophisticated, Exotic:• Asian and Latin American flavors are thriving in the current market, providing a “new” experience for customers bringing foreign cultures closer and valuing the idea of making the world a more conscious place. • Consumers tend to lead hectic day-to-day lives, where there is an emphasis on the food industry to make food faster and easier to consume on the go, without compromising quality or price. • Take-out sales from fast food restaurants account for almost 10% of food sales, and more than half of Americans eat fast food on a weekly basis.

Ethical Business Practices and Environmental Impact:• Ethical business practices are increasingly valued by society as horror stories come into light surrounding unjust profitable acts. • Sales in organic foods and beverages grew 13% in 2007, and are expected to continue at double-digit growth through 2010. • Consumers believe local products are fresher, have fewer pesticides, and in general are of higher quality.• Consumers are straying from foods with hormones, which topped the list of ingredients that consumers are least comfortable consuming

IV. SITUATIONAL ANALYSISd. Market Analysis

Chipotle was ranked eighth in a list of fastest-growing companies in 2009, which was determined based on increases in U.S. sales over the past year. As the company continues to expand, the customer base conveniently follows in the same direction. The customer base purchasing the Chipotle product has a strong relationship with the brand, sharing an interest in the Mexican cuisine, fast paced service, quality ingredients and green initiatives.

Chipotle Consumer Enjoys about the Brand:• The Mexican-food-loving consumer is partial to Chipotle’s traditionally

short menu (offering tacos, burritos, salads, and burrito bowls), which is customized specifically to their personal appetite.

• Customers over the age of twenty-one enjoy the option of consuming an alcoholic beverage with their meal.

• Even vegan and vegetarian customers are able to identify and purchase quality meals due to Chipotle’s conscious effort to include them within their customer base.

• Chipotle consumers are conscious of their health and food intake, which is a leading reason in why customers purchase items off the menu. Consumers feel good about eating the 100% naturally raised meat and organic vegetables, which are only bought from local farmers rather than large conglomerated food industries.

• Appreciate the green initiative Chipotle has taken within specific restaurant sites where architecture is completely green.

• Enjoy the fast paced services both in and outside of the Chipotle restaurants. The fast paced assembly line styled food services allows customers to grab their food and go in a very timely fashion.

• For those customers who even find waiting in a line, too time costly, they are provided the option of ordering food online to pick up by the time they walk into the restaurant door.

Chipotle Consumer Dislikes about the Brand:• Customers who value the quality of their produce

and vegetables do not like prior McDonald’s affiliation that Chipotle had in prior years, which leads many to believe the brands are similar in food quality.

• While customers enjoy the quality of their food, they are discouraged by the caloric content within the menu. According to the advised caloric intake per day, individual meals should have around 500 calories, although individual meals at Chipotle acquire around 1000 calories.

• Customers have become threatened by the unavailability of the Chipotle product depending on their personal ease of accessibility to the in-store location and is not very practical to expect the consumer to travel long distances to receive a Chipotle meal

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IV. SITUATIONAL ANALYSISVariety Price Convenience Environmental? Healthy?

Chipotle Mexican $5 to $7Fast casual online cateringand ordering

sustainable design and additive free

freshly prepared, high caloric value

Qdoba Mexican $5 to $6 fast casualonline catering no claims

fresh foodhigh caloric content

Panda Express

American Chinese $6 fast casual no claims

no MSGmoderate caloric content

Taco Bell Mexican >$1 to $7fast fooddrive throughopen late

no claims USDA meats

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e. Competitive Analysis

V. OBJECTIVESOur campaign objectives are to increase brand awareness to the primary target audience of the college-aged student and secondary audiences. Chipotle currently has 1,104,139 ‘likes’ on Facebook as well as an overall consensus of positive comments. The Chipotle Twitter page has 11, 421 followers tweets currently pertain to conversation with customers. We hope to increase two-way conversation between the customer and the brand and customer. With Twitter we will promote events and increase frequency of customers with contests and competitions. Chipotle has continued to increase their market shares in the double digits per year since the restaurants opening in 2005. Their market share has increased by 19.7 %, which correlates to $1.35 billion in its third quarter of the 2010 fiscal year. We, the Chipotle team, have set an overarching goal to increase our cumulative sales 50% by the end of the 2011 fiscal year. We have set these expectations because, if Chipotle has achieved their exponential growth with a near non-existent media presence, a campaign of this caliber and subject matter has the power to draw in customers they had no means of reaching before. As a whole, we hope to distinguish the Chipotle brand within the Fast food industry as having quality ecologically conscious Mexican cuisine, reiterating our value proposition: Built by you, wrapped by us. Fresh, wholesome, honest-to-goodness burritos.

a. Quantitative – Communication and Sales

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Increase brand awareness to primary target/secondary audiencesIncrease Twitter interactivity

Increase cumulative sales 50% by end of 2011

Increase awareness of high quality food standards

V. OBJECTIVESb. Measurement for Success

The overall objective is to raise awareness around our high quality and honorable food standards and to extrapolate this awareness into product sales. We look forward to comparing our listed objectives in relation to actual statistics and prior research of the awareness of the brand to measure the success of our campaign.

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Sales:We hope to increase Chipotle’s market share by 33% to 45% based on revenue made in the 2010 fiscal year. We will measure effectiveness of our objective by comparing the increases of sales from the beginning to the end of each year.

Brand Awareness:•Measure recognition and acceptance by Health Food/Organic Food community (reviews and feedback providing such information)•Publication Recognition•Measure Internet Activity:

•Web Impressions - track “clicks” (CPCs)•Facebook (Page likes, Views, Positivity of Comments)•Youtube (Video views, Comments)•Twitter (Hashtags, Promoted Tweets)•Interactivity with followers•Chipotle official website (“fan-antics” section)

•Measure TV broadcast ad ratings (measure by GRP - Gross Rating Point)•Measure sales data, customer feedback in store, etc.

V. OBJECTIVESc. Time Frame

We plan to run our campaign for a full year, starting in August of 2011. “Continuous scheduling” would be the most effective media schedule for our brand because Chipotle’s brand doesn’t necessarily have a seasonal or “pulsing” push, yet it can remain relevant continuously. The Chipotle team intends to measure success at the end of the campaign in August of 2012.

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VI. CONSUMER RESEARCHIn order to gain a better understanding of the fast food consumer (specifically Chipotle’s target market) and gather significant consumer insights, we conducted an online survey by which 72 people participated. 95% of participants were between the ages of 18-25, which is favorable since that is the approximate age range of Chipotle’s target market segment. The objective was to better understand our target market’s wants and needs in regard to the food industry. These results will help us to better market the brand within our campaign.

The survey questions related to:•Age and gender•Preferred fast food restaurant (out of choices including Boloco, Chipotle Mexican Grill, Panda Express, Panera Bread, Qdoba Mexican Grill, and Taco Bell)•Average times per week one goes out to eat•Percentage of how often one goes to a fast food restaurant•Preferred non-American fast food cuisine (from choices including Chinese, Mexican, Indian, Italian, and Japanese)•Most important services offered by a fast food restaurant (such as vegetarian or dietary need-related options, drive-thru services, alcohol sale and distribution, offering of a kids menu, and standards followed by restaurants)•Inconveniences related to fast food services•Suggestions for fast food restaurant improvements•Favorite ingredient within a burrito

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VI. CONSUMER RESEARCH

The survey results showed:•Chipotle ranked second (15%) for chosen fast food restaurant•The most inconvenient aspect of fast food services ranged from distance, inopportune location, time consumption, and pricing•Suggestions for the industry included healthier and environmentally aware options and higher standards for food quality and production. •17% chose that their most valued factor is hormone-free, organic meats and vegetables• 30% chose that their third most valued factor is eco-friendly products•Overall, our ad campaign should target a young-adult seeking a bi-weekly fix of accessible, convenient, affordable, and high quality food that values strict food standards. •Meets functional needs: hunger and affordability•Meets emotional needs through quality standards reaching both the product and them overall environment of the restaurants.•This led to concluding the objective for the campaign: to publicize Chipotle’s already existing standards meeting these emotional and functional needs.

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VII. ADVERTISING STRATEGYa. Creative Brief

What is the product or service?•Chipotle Mexican Grill is a chain of fast food restaurants primarily located in the United States and Canada specializing in burritos and tacos•The restaurant is known for its large burritos, assembly line production, and highlights its use of natural ingredients and efforts to use organic foods and naturally raised meat

Who/What is the competition?•Chipotle’s competitors include Panda Restaurant Group, Inc., Qdoba Restaurant Corporation, Moe’s Southwest Grill, Baja Fresh Mexican Grill, and Taco Bell Corp., alongside its local competitors (i.e. Boloco)•Chipotle wants to have a point of differentiation from its competitors as having the best standards in the process of raising and serving food.

Who is the target audience?•Chipotle’s target audience consists of intellectual, freethinking, 18 to 25 year-old market or “college student” aged individuals across the nationWhat is the consumer need or problem?•Today’s fast food industry tends serve low cost food at an impeccable speed although the food product usually lacks in quality•Investing in the fast foods industry contributes to the degradation of consumer health and the ecosystems where fast foods originated

What are Current Consumer thoughts about the Chipotle Brand?•Chipotle’s current advertising campaign prevails at expressing a strong concept, although has very little influence and is not broadcasted well to target audiences•Many customers currently buy the product for the great taste and hefty servings, although are unaware of the brand’s current effort to improve environmental conditions and serve only highest quality food at every location.

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VII. ADVERTISING STRATEGYWhat one thing do we want them to believe?•The Chipotle advertising campaign will focus on the brand’s responsible and sustainable practices within the food industry, regarding the animals, environment and people involved with the brand, in order to successfully convey the positioning statement “food with integrity”

What can we tell them that will make them believe this?•We will voice the quality in product, which can be proven through Chipotle’s admirable techniques throughout the processes of harvesting, raising and preparing food, to providing customers with a premium taste•The campaign intends to voice reputable brand values in a manner that accurately reaches and informs audiences about the brand advantages within the food industry, that consequently provide environmental and health benefits for customers

What is the tonality of the advertising?•The campaign will continue to convey Chipotle’s traditional witty or cunning tone throughout the advertisement copy while utilizing strong imagery throughout commercials within the print, broadcast and online media outlets

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a. Creative Brief Cont.

VII. ADVERTISING STRATEGYa. Creative Brief Cont.

What is the budget for the campaign?

•We decided to utilize four different mass media channels for our potential advertising campaign. The first media channel, the Internet, will consist of 200 to 250 CPM impressions on the websites Facebook, Collegehumor, YouTube, The Onion and Hulu during a two to three month period. This will coincide with a “Promoted Tweet” campaign that will last one month on Twitter. Totaling costs for these advertisements will be about $75,000.

•Secondly, we will launch out of home advertisements across the nation in major metropolitan cities. These 20 cities include: Boston, Los Angeles, Denver, New York City, Chicago, San Francisco, Miami, Atlanta, St. Louis, Philadelphia, Pittsburgh, Providence, Cleveland, Dallas, Detroit, Phoenix, San Diego, Seattle, Baltimore, and Washington D.C. Advertisements will be displayed through signage using the public transit systems utilized in the city. Bus exteriors, bus shelters, and subway station interiors will include the ads for a period of six months. Expected expenditure for out of home advertising is about $3,526,800.

•The third media channel is expected to be the most costly out of all of the channels; a broadcast commercial. A 60-second commercial was produced by our team and we believe the following television channels best target Chipotle’s target audience: NBC, ABC, TBS, Food Network, Bravo and Fox. Ideally, we’d like to play this commercial during primetime hours. For a view of about five times on each channel, it will cost about $10 million.

•Lastly, our guerrilla marketing campaign is the most inexpensive, and also potentially the most hands-on form of advertising we designed. The five Chipotle employees chosen will be paid $2000 each for the 15 day campaign, in addition to paid travel, lodging, and food expenses. An estimated amount of $3000 will be set for pop-up setting materials and permits in the five cities, and $1000 a day for product giveaways (free food). This will be implemented twice in one year. All together, this will cost about $89,750.

Media Channel Cost

Internet $75,000

Out of home $3,526,800

Broadcast $10,000,000

Guerrilla $89,750

Total Cost $13,691,550

i. Objectives•Rely upon previously used media channels to preserve brand image (print ads, out of home ads – billboard ads, etc.)

•Extend previous ad campaign through unused media channel (broadcast – tv commercials, out of home – guerrilla, etc.)

•Utilize media channels and identity promoting design techniques to relay the message of “Food Integrity”

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VII. ADVERTISING STRATEGYb. Media Plan

ii. Media Mix

Percent of Budget Spent on Each Advertising Outlet Based on our Budget. (This distribution does not represent the amount of influence the campaign has within the industry)

.58% Internet “print” ads/broadcast

73.03% Television broadcast

.69% Guerrilla 25.7% Out of Home (Billboard, Train Station, Bus Ad)

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VII. ADVERTISING STRATEGYb. Media Plan

iii. Geographic Weights

•Out of home dispersed throughout nation based on the ration of Chipotle Restaurants within a 30 mile radius of the metropolitan city.

•Bus Advertising: 1 bus per 5 restaurants per city. •Train Station: 1 station per 10 restaurants per city.•Billboards: 1 billboard per 10 restaurants per city.

•Guerrilla Advertising will only take place in Los Angeles, New York City, Boston, Chicago, and Washington DC•Television Broadcast, Internet advertising distributed the same amount geographically.

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VII. ADVERTISING STRATEGYb. Media Plan

Gathered geographic weights of each media vehicle used for our campaign:

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VII. ADVERTISING STRATEGYb. Media Plan

iv. Flow ChartTo kick off the From Farm to Foil campaign, we will start with our guerrilla marketing tactics in August. We think that this will be a great word-of-mouth advertising strategy, creating buzz for consumers.

Internet ads will begin in September, occurring just in time to pick up the last bits from the guerrilla campaign. These ads will last until the end of November. However, Twitter’s “Promoted Tweets” is only offered for one month time spans.

Concurrently, our O.O.H. ads will begin in August for three increments of two months each. We feel that by stretching these ads across the year, we will be able to keep our audience engaged without bombarding them too much with constant advertising

Lastly, we will begin TV broadcast advertising in August on TBS Network. We wanted to start with TBS because no matter what time of year, TBS is constantly being watched due to reruns of popular TV shows. In September and October, NBC and ABC, respectively, will start advertising in sync with the fall season premieres of many of their television shows. This will happen again in March and May when spring season premieres occur. In November, advertising will begin on the ood Network due to high traffic from food lovers following the channel for recipes for the holiday season.

VIII. CREATIVE EXECUTIONa. Concept

• The “From the farm, to the Foil” campaign is intended to stress to consumers that Chipotle values high quality and honorable food standards in their farming practices, providing customers food with integrity.

• The campaign stresses the lack of preservatives, additives and hormones within Chipotle’s Mexican cuisine, offering healthy alternative within the fast food industry.

• The concept was displayed in the form of a broadcast commercial and a series of print advertisements as well as a Guerrilla campaign.

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VIII. CREATIVE EXECUTIONPrint Ad: The series of print ads will depict burritos growing in a farm setting, demonstrating to the audience that the product is fresh and untampered. One ad will depict a burrito surrounded by other corn growing out of the stock, and the other depicts a burrito surrounded by pepper plants growing vine. We wanted to maintain our simplistic layout that draws attention to the strong images and clever copy. The tag line “From the Farm, to the Foil” will be visible on both print ads and the Chipotle Mexican Grill logo will be right below the copy.

b. Copy and Elements

Broadcast Commercial:The broadcast commercial will appear on both Television and Internet. The design of the commercial will be an animation of text with a voice over to match text and assumed persona (based off of take-home bags design concept; stylized and detailed explanation of Chipotle’s unique standards for food/product production). This ad will be stylized according to our interpretation of Chipotle’s overall image (witty and straightforward) along with our direction for the campaign (to raise awareness of integrity). These ads use the same copy and wording as an actual bag (specifically the origins and makings of Chipotle’ cow products).

Guerrilla Campaign:The “From the Farm the to Foil” campaign will jump start with a guerrilla campaign in 5 Metropolitan cities across the nation: New York City, Boston, Los Angeles, Chicago, and Washington DC. We will select five brand representatives to collectively stay in each city for three days at a time. Within each city we will implement mock farmland, which will use turfing and creative structures to emulate real grass, trees and bushels. The trees and bushels will have burritos hanging ready to be picked and eaten by city dwelling passer-byers. This mode of execution will foster conversation and interaction between the brand and the consumer demonstrating the brand’s loyalty to food with integrity.

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VIII. CREATIVE EXECUTION

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Print Ad

i. Storyboards, Roughs, Thumbnails

VIII. CREATIVE EXECUTION

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Print Ad

i. Storyboards, Roughs, Thumbnails

VIII. CREATIVE EXECUTION

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Guerrilla Advertisement

i. Storyboards, Roughs, Thumbnails

VIII. CREATIVE EXECUTION

-http://vimeo.com/17429498Commercial:i. Storyboards, Roughs, Thumbnails

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Broadcast

VIII. CREATIVE EXECUTIONc. Production

Print•Adobe Illustrator•Adobe Photoshop

Broadcast Commercial•Story board•Voice Over for Cow: Kelsey Fink’s voice•Music: Twisted Sisters- We’re Not Gonna Take It•Animation Application: Adobe After Effects

Guerrilla•5 People Manning the Mock Crops•Turf/ mock setting•Burittos

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