Everyone at this office LOVES Chipotle. If there were a location a little closer, we would probably be there a few times each week. Just thinking about their yummy chips and guac is making me want to run out and get some right now!
So, as designers and lovers of clever marketing, when we came across this article on the DesignEnvy blog, I think we all fell a little bit MORE in love with Chipotle.
“Chipotle does a lot of things right. They make great burritos. They let you order from your smartphone. They’re fast. And they also have very memorable merchandising material, especially this bag.
One side of the bag is designed with stream-of-consciousness writing on it: “It’s probably too small for your dreams & aspirations…” But wait… The other side is even more inspiring. They actually had the guts to print lorem ipsum on it!”
Could this be right? Did they really print the copy known as “lorem ipsum” on the side of their bag? OMG – did they make a mistake and forget to change it out to the correct copy before printing? Or – did they do this on purpose? Hmmm….
After a bit of digging around, we did find out that the printing of the lorem ipsum on their bags was NOT an accident. Here is what Chipotle spokesman Chris Arnold said:
“It’s not an accident, no,” says Arnold. “It’s sort of an inside joke. That block of copy is standard issue for people in advertising and design. We thought it would be funny to leave it in and see what sort of reaction it drew.”
Damn – we love it! Sure, there are people out there who think it is silly and pointless and that think Chipotle just wasted great space. We think it is brilliant – and oh so clever. They printed something that got people talking and got people blogging and helped to keep their brand top of mind. Nice job Chipotle! We “got” your inside joke and we think it is super funny!
