Year-Long Media Plan for Chipotle Mexican Grill

In this project, we were tasked with developing a comprehensive, year-long media plan for Chipotle, utilizing a $100 million budget. Our strategy focused on selecting media channels and partnerships that aligned with Chipotle’s brand values and resonated with its target audience of health-conscious millennials and Gen Z consumers.

 

We conducted an in-depth analysis of competitors to identify market gaps and opportunities, ensuring Chipotle could differentiate itself in a crowded marketplace. The plan included detailed budget allocations tailored to maximize ROI across digital platforms, traditional media, and experiential marketing initiatives. Additionally, we recommended partnerships with media outlets and influencers that reflected Chipotle’s commitment to sustainability and fresh ingredients, driving authentic engagement. This media plan not only reinforced Chipotle’s brand positioning but also leveraged insights to create an adaptable strategy for long-term growth.