Chipotle

QUESO BLANCO

It’s no exaggeration to say that Chipotle’s launch of their new Queso Blanco was one of the food world’s most anticipated events. Their original queso attempt was a flop among customers who weren’t crazy about its grainy texture. And while failure is never fun, it helped us land on our launch strategy: to visually demonstrate Queso Blanco’s creamy perfection as well as its authenticity.

RESULTS

• 13.4% increase in Quarter when Queso Blanco was released

WEB • DIGITAL ADS

Copywriter: Josephine Branscomb