Chipotle Mexican Grill is a fast-casual restaurant cultivating a better world by serving responsibly-sourced, real food with wholesome ingredients without artificial colors, flavors or preservatives. The brand partnered with a female professional soccer player and Cincinnati hometown hero ahead of and following the international association football competition, including a post-victory surprise visit to a youth soccer club team in Cincinnati at Chipotle. During the visit, the professional athlete chatted with the youth players and took photos, and went behind the line to build her go-to Chipotle order that helps fuel her training and on-field achievements.
With little lead time and without ruining the surprise, Linhart PR needed to generate positive local news coverage of the player’s restaurant visit and also communicate Chipotle’s commitment to Real Food for Real Athletes.
Linhart PR developed the following approach to drive results:
Linhart PR succeeded in securing surprise event attendance from Cincinnati’s main daily newspaper and all four broadcast stations, ultimately generating 34 stories and 22 million impressions. Specifically: