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Executive summary

The following report will outline and discuss an advertising media plan for Chipotle Mexican Grill. Chipotle is a Mexican fast food brand, specialising in burritos and tacos. They are already well established in the United States, United Kingdom, Canada, Germany and France, and now plan on entering the Australian market. They pride themselves on their key point of difference amongst the fast food industry – serving food with integrity. Their brand is built upon the belief that produce and ingredients should be ethically sourced and should be of the freshest and highest quality. The following campaign will discuss how Chipotle will appeal to and

engage with Australian consumers across multiple media platforms.

Chipotle’s key challenge is to enter the Australian market, and compete within the existing fast food industry. They need to entice the competitors’ consumers to either switch, or try a new product. The consumers we plan to target are open to trying new products, and happy to pay the price for quality. However, they are full time working professionals, who currently want to enjoy quality life experiences because they “just don’t know what the future will bring” (Roy Morgan). Therefore, Chipotle aims to challenge the common assumption that fast food is not healthy or of substantial quality. Furthermore, it aims to position itself as a

gourmet alternative for those consumers seeking a higher quality experience to fit in with their busy lives.

In order to build effective brand awareness, we plan to implement a high reach, low-medium frequency media campaign, that builds up enough excitement around the opening of Chipotle restaurants. Seasonality does not have a major impact on this campaign however we have considered how scheduling may be affected during different times of the year. By using a combination of media channels including television, online and radio, we are able to maximise exposure to our target audience and develop a strong brand presence and identity across multiple platforms.

Implementation: 

Television advertisements will follow a burst pattern in the initial launch month of the

campaign, with 10 spots each week in the 7.30pm time slot, on the three major channels – Channel 7, Channel 9 and Channel 10. While this time slot wasn’t always the most cost effective, it had high TARPs and featured programs that our target audience would most likely be watching on almost every day of the week. Therefore, it seemed reasonable to allocate slightly more of the budget to cover the higher costs of advertising during this time slot. This would ensure a high reach during the beginning of the campaign and ultimately increase the likelihood-to-see. The number of spots allocated will then decrease for the following three months of the campaign and follow a pulse pattern. This is to ensure that Chipotle’s presence

remains in the mind, generates some curiosity and conversation around the brand, but avoids over exposure leading to the opening of the restaurants. Finally, another burst of activity will reaffirm the brand awareness and build up excitement around the official opening.

We have allocated a large portion of the budget to radio advertising across the most popular stations in Sydney, Melbourne and Brisbane. Placing these advertisements during the breakfast time slot seemed to be the most efficient way to build brand awareness. From our target audience analysis, we found that most people enjoy listening to the radio during their daily commute. We assumed then that our audience would be rather alert and attention levels would be high. In addition, placing advertisements in the drive time slot may have the same effect. While attention levels may not be as high (since the target audience has been at

work all day), it may be the time of day they are considering their choice of food for dinner. The radio spots booked have also been strategically placed in the weeks when television advertising will not be running, acting a subtle reminder of the brand’s presence.

In terms of online advertising, it is essential that we utilise this space to build a strong, informative online presence that engages directly with consumers. This will include the implementation of competitions, giveaways, sponsored entertainment and promotional content that allows the consumers to interact with the brand. We also plan on implementing a snapchat ‘discover’ ad surrounding the opening of the restaurants as this will stand out amongst the ad clutter on other media channels later in the year.

Conclusion:

The decision to advertise via television, radio and social media, and the implemented

scheduling patterns ensure that our target audience is engaging with the campaign as much as possible and that the brand receives the maximum amount of exposure, building consumer excitement before the opening date of the Chipotle restaurants. By adding an Australian twist to the media idea, a foreign brand can now resonate with Australian consumers and build a strong presence amongst the competitors within the fast food industry.

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