Restaurants: Chipotle cooks up TV campaign with mukbang influencers
- InsightTrendsWorld
- May 5
- 9 min read
Why is the topic trending?
Chipotle's Innovative Advertising Strategy: Chipotle, a major fast-food chain, is breaking away from its traditional advertising approach by featuring user-generated content from mukbang influencers in its first TV advertisement of this kind.
Leveraging Social Media Trends: The campaign taps into the popular South Korean social media trend of mukbang, showcasing influencers consuming large amounts of Chipotle food while interacting with viewers.
Authenticity and Relatability: By using real customer content, Chipotle aims to convey authenticity and connect with consumers in a more energetic way compared to its previous "quiet" advertisements.
Integration of TikTok Content on TV: The campaign marks a significant shift in how brands are utilizing content from platforms like TikTok in mainstream advertising.
Partnership with a Former Employee Turned Grammy-Winning Artist: The use of music by Doechii, a former Chipotle employee who became a successful rapper, adds another layer of interest and narrative to the campaign.
Overview:
The article discusses Chipotle's latest advertising campaign, "YourPotle," which features user-generated content from mukbang influencers in its first-ever TV advertisement utilizing such content. This marks a departure from Chipotle's traditionally understated advertising, which often focused on "real food, by real people in real kitchens." The "YourPotle" campaign centers around the idea that everyone has their own "perfect" Chipotle order, a concept that resonated online and led to the compilation of social media content from eight influencers, including @JaneMuckbangs, into a 15-second TV spot. The advertisement also features the song "Denial is a River" by Doechii, a former Chipotle employee who became a Grammy-winning artist, aligning with the campaign's social media theme. The move reflects Chipotle's desire to connect with consumers in a more energetic and authentic way by showcasing how they truly enjoy and customize their meals.
Detailed Findings:
"YourPotle" Campaign: Chipotle's campaign highlights the customization of orders with the tagline "There’s only one perfect Chipotle order. Yours."
User-Generated Content: The TV advertisement features video clips from nine influencers sharing their unique Chipotle orders and "hacks."
Mukbang Influencer @JaneMuckbangs: Her video of creating a large burrito garnered 156,000 views and is included in the TV ad.
Influencer @FatandFunny (Charrell Kinchen): Shares a hack of ordering extra tortillas to make homemade burritos from his bowl.
Influencer Shari Dyonne: Showcases her homemade sauce made from Chipotle sides, including the sour cream and vinaigrette hack with added hot sauce.
Creative Agency Venables Bell & Partners: Emphasized that the campaign wasn't initially planned as user-generated but naturally evolved from observing social media content.
Focus on "Hacks": Influencers often share creative ways to customize their Chipotle orders, which became a central theme of the campaign.
Music by Doechii: Chipotle used the song "Denial is a River" by a former employee who is now a successful rapper, fitting the campaign's social media and energetic tone.
Shift in Advertising Style: Chipotle's previous ads were "purposefully quiet," focusing on authenticity with natural sounds or instrumental music. "YourPotle" adopts a more energetic approach, aligning with the rhythm of Doechii's song.
Efficiency of User-Generated Content: The production timeline for the ad was quick (three to four weeks), reflecting the efficiency that user-generated content can offer.
Testing Well: Despite being a significant departure from traditional advertising for Chipotle, the TikTok-style advertisement is reportedly testing well.
Future Plans: Chipotle hints at further integrating social media content into its advertising and a potential partnership with Doechii. They are also looking at using content from places where Chipotle naturally appears on social media, like sports teams celebrating at the restaurant.
Key Takeaway:
Chipotle is embracing a new, more energetic advertising strategy by featuring user-generated content from mukbang influencers in a TV campaign that highlights the customization of orders and leverages the popularity of social media trends and the music of a former employee turned artist. This shift aims to connect with consumers authentically and showcase how they truly enjoy their Chipotle meals.
Main Trend:
The Increasing Integration of User-Generated Content and Influencer Marketing into Mainstream Television Advertising
Description of the Trend (please name it):
The Authentic Voices Amplified
What is consumer motivation:
Seeking relatable and authentic content.
Trusting recommendations and opinions from peers and influencers.
Engaging with brands that understand and participate in online culture.
Enjoying the creativity and humor found in user-generated content.
Being part of a community that shares similar interests and preferences (like Chipotle orders).
What is driving trend:
The widespread popularity and influence of social media platforms like TikTok.
The perceived authenticity and relatability of user-generated content compared to traditional advertising.
The cost-effectiveness and efficiency of using existing social media content.
Brands' desire to connect with younger audiences who are highly engaged on social media.
The blurring lines between online and offline experiences.
What is motivation beyond the trend:
Basic need for food and sustenance.
Desire for convenient and quick meal options.
Enjoyment of the taste and variety offered by Chipotle.
Description of consumers article is referring to:
Age: Likely a broad age range, but particularly targeting younger consumers who are active on platforms like TikTok and engage with influencer culture.
Gender: Not specified in the article.
Income: Not explicitly mentioned, but Chipotle is generally considered an accessible fast-casual option.
Lifestyle: Individuals who are active on social media, interested in food trends, and likely value customization and personalization in their food choices.
Conclusions:
Chipotle's new advertising strategy demonstrates a growing trend of brands recognizing the power and authenticity of user-generated content and influencer marketing by integrating it into mainstream advertising channels like television.
Implications for brands:
Consider leveraging user-generated content to create more authentic and engaging advertising campaigns.
Explore partnerships with influencers who genuinely enjoy their products.
Monitor social media to identify trending content and customer stories that can be incorporated into marketing efforts.
Be open to breaking away from traditional advertising styles to connect with consumers in more modern and relatable ways.
Implication for society:
The lines between consumer-generated content and professional advertising are becoming increasingly blurred.
Social media is playing a more significant role in shaping mainstream advertising strategies.
Implications for consumers:
May see more diverse and relatable faces and stories in advertising.
Could feel more connected to brands that feature real customer experiences.
Implication for future:
The integration of user-generated content into advertising is likely to become even more prevalent as brands seek authentic and cost-effective ways to reach consumers in an increasingly digital world.
Consumer Trend (name, detailed description):
The Co-Created Brand Narrative: This trend describes how brands are increasingly involving consumers in their storytelling and advertising efforts by featuring user-generated content and collaborating with influencers, blurring the lines between brand-created content and authentic customer experiences.
Consumer Sub Trend (name, detailed description):
The TikTok-to-TV Pipeline: A sub-trend highlighting the growing phenomenon of content originating on short-form video platforms like TikTok being repurposed and featured in mainstream advertising channels such as television commercials.
Big Social Trend (name, detailed description):
The Rise of Influencer Culture and User-Generated Content as Legitimate Forms of Media: Social media influencers and everyday users creating content are now recognized as having significant reach and impact, influencing consumer behavior and even shaping mainstream advertising strategies.
Worldwide Social Trend (name, detailed description):
Global Adoption of Mukbang Culture: Originating in South Korea, the trend of watching people eat large amounts of food on social media has gained worldwide popularity, creating a unique niche of influencers that brands are now tapping into.
Social Drive (name, detailed description):
The Desire for Authenticity and Connection: Consumers are increasingly seeking out authentic and relatable content and are more likely to trust recommendations from individuals they perceive as genuine, whether they are peers or influencers.
Learnings for brands to use in 2025: (bullets, detailed description)
User-generated content can provide a cost-effective and authentic way to connect with consumers.
Influencers can offer valuable insights into how consumers genuinely use and enjoy their products.
Tapping into existing social media trends can create buzz and relevance.
Be open to unconventional advertising approaches to reach and engage with target audiences.
Strategy Recommendations for brands to follow in 2025: (bullets, detail description)
Actively monitor social media for user-generated content featuring their brand.
Reach out to influencers who genuinely love their products for potential collaborations.
Seek opportunities to integrate trending social media formats and styles into their advertising.
Obtain necessary permissions to repurpose user-generated content for broader campaigns.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
In 2025, "The Authentic Voices Amplified" trend is demonstrated by Chipotle's TV campaign featuring mukbang influencers and user-generated content, marking a significant shift towards integrating genuine customer experiences into mainstream advertising.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, brands should actively explore and embrace the "Authentic Voices Amplified" trend by strategically incorporating user-generated content and collaborating with relevant influencers in their advertising campaigns. This can be achieved by monitoring social media for organic content featuring their brand, reaching out to genuine fans and influencers for partnerships, and obtaining permission to repurpose compelling user-created videos and posts for broader reach across platforms like television, thereby fostering trust and relatability with consumers.
Final Note:
Core Trend: The Increasing Integration of User-Generated Content and Influencer Marketing into Mainstream Television Advertising: Brands are increasingly using real customer content and influencer collaborations in their TV ads.
Core Strategy: Leverage user-generated content and partner with authentic influencers.
Core Industry Trend: Blurring lines between traditional advertising and social media content.
Core Consumer Motivation: Seeking relatable and authentic content, trusting recommendations from peers and influencers.
Final Conclusion: Chipotle's innovative approach highlights the growing power of user-generated content and influencer marketing, suggesting that brands that embrace these strategies can connect with consumers in more genuine and impactful ways.
Core Trend Detailed (The Increasing Integration of User-Generated Content and Influencer Marketing into Mainstream Television Advertising):
Description: This core trend signifies a notable shift in advertising strategies where brands are increasingly incorporating content created by everyday users and social media influencers into their mainstream television commercials. This involves taking authentic videos, posts, and testimonials shared online and repurposing them for a wider audience through traditional broadcast channels. The trend reflects a recognition of the power and relatability of non-professional content in engaging consumers and building trust, as brands seek to connect with their target audiences in more genuine and energetic ways.
Key Characteristics of the Trend (summary):
Repurposing Social Media Content: Utilizing videos and posts originally created for platforms like TikTok and Instagram.
Featuring Real Customers and Influencers: Showcasing genuine experiences and opinions from individuals rather than actors.
Emphasis on Authenticity: Aiming to convey a sense of realness and relatability.
Leveraging Influencer Reach: Tapping into the established audiences and trust of social media personalities.
Blurring Online and Offline Advertising: Integrating digital content into traditional media.
Cost-Effective Content Creation: User-generated content can often be more efficient and less expensive to produce.
Market and Cultural Signals Supporting the Trend (summary):
Chipotle's "YourPotle" TV campaign featuring clips from nine mukbang influencers who shared their unique Chipotle orders on social media platforms like TikTok.
The campaign's focus on the idea that everyone has their own "perfect" Chipotle order, which organically emerged from online conversations and user-generated content.
The article noting that Chipotle realized its "YourPotle" campaign "has a lot of legs moving forward" after observing the online enthusiasm and user content around customization.
The reference to a WARC Global Ad Trends report indicating that by 2026, professionally produced content will account for less than half of user-generated content-driven advertising spending.
Chipotle's creative director mentioning that "If you would have asked me five years ago to put a TikTok on TV, that would have felt very weird," highlighting the novelty and growing acceptance of this approach.
How the Trend Is Changing Consumer Behavior (summary):
Increased Trust in Peer Recommendations: Consumers are more likely to trust the opinions and experiences of everyday users and influencers.
Heightened Engagement with Authentic Content: Real and unscripted content often resonates more strongly with viewers.
Blurring Perceptions of Advertising: The lines between organic social media content and brand-sponsored advertising are becoming less distinct.
Expectation of Relatability: Consumers are increasingly looking for brands that understand and reflect their online culture and behaviors.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs: Encourages a shift towards monitoring social media for brand mentions and engaging with creators. Provides an opportunity for more cost-effective and authentic advertising content.
For Retailers: Restaurants and other retailers can leverage customer content shared online to promote their products and services on a larger scale.
For Consumers: May see more diverse and relatable individuals in television advertisements. Can feel more connected to brands that feature genuine customer experiences.
Strategic Forecast: The integration of user-generated content and influencer marketing into mainstream advertising is expected to continue its upward trajectory. As social media continues to dominate consumer attention, brands will likely increasingly look to authentic online voices to reach and engage their target audiences through various media channels.
Final Thought: Chipotle's innovative "YourPotle" campaign exemplifies a significant evolution in advertising, acknowledging the power of everyday consumers and influencers in shaping brand narratives and demonstrating a growing trend towards blending the authenticity of online content with the broad reach of traditional television.
Comments