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Gen-Z, Millennial eCommerce Opps: Chipotle launches sweepstakes amid shift toward digital, social
Chipotle IQ, a trivia game that will test fans' knowledge of brand sourcing, ingredients, recipes and sustainability initiatives. The first 250k test-takers who correctly answer each 10 randomly-selected questions will receive digital BOGO offers.
The company also recently announced it will continue offering free delivery on all orders $10+ via its app and website every Monday through September 28. Additionally, it recently launched a free delivery sports predictor challenge similar to the aforementioned initiative and teamed up with Tony Hawk on a "Pro Skater" Twitch session and a Tony Hawk Burrito.
According to iSpot, Chipotle mostly stopped rolling out national TV commercials in June but started back up at the end of July. YTD spend of approximately $27.3m targeted Gen-Z and millennials with a skew toward male sports enthusiasts (see targeting right), down % from the $36m spent by this point last year.
Adbeat estimates that out of the roughly $12.1m allocated toward digital display from August 2018-2020, % ($10.6m) was spent from August 2019-2020. Most of the past year's spend went toward Youtube videos ($9.9m).
Additionally, Magellan reports it aired 93 podcast ads within the past year.
This data makes sense considering, as we reported earlier this year, Chipotle is shifting ad dollars from national TV to digital and social channels in order to reach Gen-Z and millennials more effectively. Our team has also noticed OTT Chipotle ads, and Kantar data reports it invests in radio and local broadcast. We expect Chipotle will continue primarily investing in experiential, digital and social. It is also placing a larger focus on sustainability; it recently debuted a line of sustainable clothing.
Agency & martech readers - Read elsewhere for more immediate opportunities; we don't see any major signs of upcoming reviews here. Deloitte Digital respectively handle Chipotle's creative and digital duties.