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Chipotle - Dinefulness
The 'DINEFULNESS”' campaign for Chipotle was inspired by the concept of mindfulness, encouraging consumers to pay closer attention to the ingredients in their food and become "eat-vangelists" who promote healthy eating habits on social. For this campaign, we urged people to be mindful of their food choices and share their positive experiences with others, thus driving awareness and sales for Chipotle’s real ingredients. Creators, Influencers and everyday consumers alike embraced the concept, sharing their "Dinefulness" agenda and inspiring a community of health-conscious eaters. The way we invited them to get involved was by creating “EAT-VANGELISTS”. If you declared yourself an Eatvangelist and convinced a stranger on camera to go to Chipotle for lunch, your lunch was discounted.
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