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

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Copywriter: Josephine Branscomb

Pirate's Booty          Hopdoddy          Chipotle | Tractor Beverages

Chipotle | Queso Blanco          NadaMoo!          Capital One          Allstate

Paqui          Oatmega          Auntie Anne's

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