Chipotle has over 2,000 restaurant locations in the US and around 50 across London and in some key cities in France and Germany. In the US Sports Partnerships and athlete ambassadors support their “Real Food for Real Athletes” positioning.
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My role has been to work with the GM of Europe and the small marketing team based in London on developing some partnershps and finding influencers to promote Chipotle in London.
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LDN UTD is an esports “start up” and is now hosting events whereby young people can play in e sport competitions on the big titles and the winners can earn entry to national and international competitions that offer significant prize money. LDN UTD were looking for brand partners who shared their values of appeaing to a young audience and seen as “street” and offered the consumer a new expereince. The co-owner of LDN UTD was introduced to the GM of Chiptle Europe to discuss a partnership for their new London event. The key ingredient was that Chipotle were looking for product trial and were able to provide a promotional mechanic to the attendees and followers of LDN UTD. Three events were held in 2019 at 3 different locations. Chipotle received branding at the event and accreditation within the video content of the event. One of the grime artists that was involved is a vegan, that dovetailed nicely as Chipotle were promoting their new vegan range and were able to use the images, instore.
London Sport has an ambition to make London the most physically active city in the world and works with Sport England and numerous governing bodies. They were an excellent fit for Chipotle that has 8 sites in London but looking to expand when hospitality re-opens. Following several meetings, a multi-year partnership was agreed. London Sport Bowl and Chipotle has become the first commercial organisation in 2021 to formally back London Sport’s #WeAreNotSpectators pledge to champion grassroots sport across the capital, which will see the restaurant brand included in the London Sports Awards. The partnership will see grassroots sport heroes in London promoted to Chipotle’s thousands of customers with a new monthly recognition campaign that celebrates the dedication of people and organisations working to make community sport happen across the capital. The partnership also includes a new dish for Chipotle customers which is called “The London Sport Bowl”
Pound For Pound Sports is an agency designed to service brands and athletes found by Ben Goldhagen. After an initial introduction, Ben assembled a shortlist of influencers who were into fitness and also were Chipotle consumers. Ben worked with Chipotle to select a final pool of influencers that will be promoting Chipotle “Real Food for Real Athletes” for when hospitality returns.
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Having spent many years working for brands, governing bodies and now the agency side, Gary has developed the rare ability to fully understand a brand’s partnership strategy, and then roll up his sleeves to ensure that activity is delivered on time and on budget. His industry network is second to none, and he has made his name by searching out smart, symbiotic, relationships. Gary’s directness and honesty are refreshing, and he will help you to save time and deliver great value whilst navigating a complicated sector.
Jim Slater Managing Director for Chipotle Europe