Leveraging a Soccer Star’s Surprise Homecoming to Honor Fans and Increase Awareness of Chipotle as “Real Food for Real Athletes”

Linhart PR developed the following approach to drive results:

• Target the Right Reporters: Research and pitch Cincinnati reporters that cover the women’s professional soccer team, the international governing body of association football, and the professional female soccer player, while working with the player’s agent and the local youth soccer club, to identify and invite reporters planning to attend the player’s other hometown welcome and victory events scheduled for that day.
• Conduct Local Media Outreach: Invite target reporters to attend the surprise to 1.) witness and capture the reaction of the youth team during the professional athlete’s entrance, 2.) photograph and film the player preparing her favorite Chipotle order with the local restaurant team, to demonstrate the brand’s dedication to fueling athletes at all levels with real food and 3.) interview the athlete and the youth team members and coaches. ‍
• Staff Surprise Event: Have a PR representative on-site at the event – in this case, it was Linhart PR – to coordinate with attending media to provide additional information and details, answer questions and encourage interviews, all to ensure coverage shared key messages.

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