Launch Chipotle’s new menu item, Garlic Guajillo Steak, as the next big thing in steak. To do this we wanted to convey what makes it unique, from messaging around about unlocking a new, richer steak to showing how Garlic & Guajillo come together for a unique and delicious flavor experience. We wanted to make people try it by showcasing the premium quality, driving the urge to try through craveable food and ingredient footage and highlighting the recipe. With the overall goal of driving awareness and online purchases of the new menu item.
Code3 brought the new Garlic Guajillo Steak to life across social platforms by applying the following filters to our creative development:
Enhance the User Experience: We built creative and messaging to be specific to each platform and unit and elevated the key message to be visible within the first 3 seconds of every video ad.
Showcase the premium protein: Depict the premium quality of the steak by highlighting the maceration process and craveable finished product.
Drive the urge to try: By using quick cuts of craveable food footage, including the individual ingredients and flavor cues. We emphasized that the steak was only available for a limited time as well as the $0 delivery offer as the added lever to purchase.
Highlight the recipe and flavor experience: The Garlic Guajillo Steak is made with the perfect balance of ingredients to create a rich, deep flavor
In addition to leveraging footage shot for TV to create assets for Facebook, Instagram, Twitter and Snapchat, the following unique units also supplemented the launch strategy:
Twitter Heart to Remind: Code3 saw success with Heart to Remind units that “hack the iPhone” and leaned into that insight to tease the Garlic Guajillo Steak launch by playing on the 'unsafe content' filter for descriptors of the steak.
Snapchat Commercial: Since users are treating Snapchat as a TV viewing experience, we hacked the placement with a ‘Commercial Break’ with messaging that halted users to ‘pause for a sizzle break’, while illustrating the craveable steak on the grill.
Snapchat Story + Instagram Carousel: Told the flavor story of the new steak through a multi-card unit.
TikTok/Reels: Using supplemental iPhone content, created assets with the native footage and text overlays that felt native to the platform and felt seamless in the user experience and scroll.
All of these, combined with several in-feed and story units across platforms, created a cohesive story across paid social to create a unifying message and exceeded Code3’s and Chipotle’s goals.
Across platforms we saw strong success throughout brand lift tests and overall impressions and ROAs. Customers remembered seeing content around Garlic Guajillo Steak and associated it with Chipotle when compared to competitors. Customers were seeing Garlic Guajillo Steak as the next big thing. We exceeded benchmarks across platforms, and on TikTok specifically, driving strong brand lift with +25.3% ad recall, 7.1% brand association and +11.4% product awareness.
