Chipotle Radio Advertisement
Fall 2024 | Adobe Illustrator, Microsoft Office, Creative Brief Production
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What is this project?
In this project, I was tasked with developing a comprehensive creative brief and radio ad scripts for Chipotle as part of a class assignment. The goal was to conceptualize a marketing campaign that effectively communicates Chipotle’s commitment to ethical farming practices while connecting emotionally with a target audience of millennials and young professionals. The assignment required me to create a 30- or 60-second radio ad, incorporating one of the four writing techniques reviewed in class: humor, emotion, drama, or "be anyone or anything." I chose to focus on an emotional ad that highlighted the brand's sustainability efforts and its impact on both people and the planet. The challenge was to craft an ad that both conveyed Chipotle’s core values and resonated with the audience’s desire for ethically sourced food.
How did I prepare?
To prepare for this project, I began by researching Chipotle’s history, mission, and values, with a focus on their sustainable farming practices. I reviewed existing campaigns, both by Chipotle and its competitors, to identify key messaging strategies and determine what had been successful in the market. I then outlined the creative brief, ensuring that the goals, insights, and target audience were clearly defined. In terms of scripting, I explored various writing styles and techniques, taking note of what would work best for Chipotle’s brand and the emotional appeal I wanted to create. This research allowed me to develop a strong understanding of the brand’s tone and the messaging that would resonate with the target audience.
How did I put my plan into action?
Once I had completed the research and outlined my plan, I proceeded to write the radio ad scripts. I first wrote a detailed creative brief to provide structure and direction for the campaign. For the script, I chose the emotion technique, focusing on storytelling that would evoke feelings of care and responsibility toward sustainability. The script was designed to capture the listener’s attention with soft, inspiring music and a narrative that emphasized the importance of ethically sourced food. I made sure to include elements like sound effects (SFX) and voiceovers (FVO, MVO) to create an immersive experience. I also made revisions after feedback to fine-tune the script's emotional impact and ensure it aligned with Chipotle’s values.
What were my results and lessons?
The final result was a well-received radio ad script that successfully conveyed Chipotle’s ethical commitment while appealing to the target audience’s emotions. The feedback from my peers and professor was positive, with specific praise for the script’s emotional resonance and clarity. However, one of the challenges I faced during this project was ensuring that the ad conveyed the brand’s sustainability message without sounding too preachy or heavy-handed. I overcame this by focusing on the human aspect of the story—emphasizing the care that goes into sourcing ingredients, rather than simply listing statistics or facts. This project taught me the importance of balancing emotion with authenticity, and it reinforced the value of storytelling as a tool for creating strong brand connections.