To build support for the US Men’s National Team ahead of the 2022 FIFA Men’s World Cup, USA Soccer sponsor Chipotle Mexican Grill launched a campaign called ‘Real Food For Real Athletes’ fronted by American footballers Christian Pulisic and Weston McKennie.
The Chelsea FC attacking midfielder and Juventus defensive midfielder feature for the quick service restaurant chain’s tournament-linked campaign, created in harness with Venables Bell & Partners/San Francisco, which spans bespoke menu items, food item giveaways, video and social content.
The campaign rolled out from Mid-November and was spearheaded by a pair of ‘Constant Ingredient’ spots starring the two players and airing as national television ads during soccer’s biggest international tournament.
The creative is part of Chipotle’s ‘Constant Ingredient’ series and it showcases their highlights, setbacks, and comebacks and how Chipotle’s real food has been fuelling them throughout their careers.
Pulisic (a longtime fan of Chipotle’s real food who, when he played in Dortmund would drive three hours to the nearest Chipotle restaurant in Frankfurt for ‘a taste of home’) and McKennie (who’s usual first meal when he returns home from Italy is Chipotle) feature in the spots which dropped on 15 November ahead of the the start of Qatar 2022.
The spots were supported by behind-the-scenes content. During the tournament, Chipotle collaborated on exclusive content with Brian Hexsel – a Chipotle field leader and organizer of the American Outlaws (a non-profit group dedicated to supporting US soccer teams) to deliver a behind-the-scenes video series from the tournament.
The series features interviews with Pulisic and McKennie, conversations with fans who are attending the tournament, a conversation with the leader of the English fan club and game day footage and, as well as running on the brand’s digital platforms, the content featured on the American Outlaws social channels (@americanoutlaws and @americanoutlaws).
For the past 15 years, AO has been following our favorite teams to hundreds of matches across six continents.
What’s brought us the most joy, though, is the family we’ve built together through the passion we share for those teams.@ChipotleTweets #chipotlepartner pic.twitter.com/HMTiBdb0sl
— AO (@AmericanOutlaws) November 28, 2022
And where you go, we'll follow.
AO heads into the stadium to make some noise for the in our opening match against .@ChipotleTweets #chipotlepartner pic.twitter.com/LzcS7O2EO2— AO (@AmericanOutlaws) November 22, 2022
Another phase of the campaign was a follower and list-building strand which saw the fast food outfit release 5,000 codes for free entrees every time the US side scores a goal. It will give also away up to $1m of free Chipotle through the programme.
The giveaway mechanic applies to every USMNT goal and after each one a unique code for a free entrée will be revealed via a collaborative tweet between Chipotle (@ChipotleTweets) and US Men’s National Team (@USMNT) and the first 5,000 fans to text the unique code to 888222 will receive a code that can be used for a free entree.
⚽️⚽️ ⚽️⚽️
⚽️ free chipotle ⚽️
with every
⚽️ #USMNT ⚽️
goal
⚽️ ⚽️
Rules » https://t.co/ZXQoqg6VdJ
— U.S. Men's National Soccer Team (@USMNT) November 17, 2022
We're all tied, grab a bowl?
Text SOCCER009 to 888222 for a FREE entrée from Chipotle.
5,000 codes avail. 50 US & DC, 13+. Stnrd text and data rates may apply.
Terms: https://t.co/4ky9vF73FZ
— Chipotle (@ChipotleTweets) November 25, 2022
Plus Chipotle, an official partner of US Soccer, launched new tournament-linked digital menu items: in the form of limited edition Christian Pulisic and Weston McKennie Bowls.
These are each based on the go-to, in-restaurant training meals of two USMNT players and they can be ordered in the USA via the Chipotle app and on Chipotle.com for a limited time.
The ‘Pulisic Bowl’ features chicken, white rice, pinto beans, sour cream, cheese, lettuce and guac, while the ‘McKennie Bowl’ features double chicken, white rice, extra tomatillo-red salsa, extra sour cream, cheese, lettuce and guac.
“Chipotle’s real food fuels elite athletes and it has been a constant ingredient in the lives of many USMNT players,” explained Chipotle CMO Chris Brandt. “We’re proud to support the new generation of U.S. Soccer stars as they compete overseas against the world’s best.”
The campaign was created by agency Venables Bell & Partners/San Francisco with production company Believe Media/USA and the films were helmed by Director Jake Nava.
Comment
This series of sponsorship activation programmes from the official partner of US Soccer runs up against a semi ambush campaign from rival Taco Bells which leveraged the FIFA World Cup through its ambush style ‘Donde We All Play”’ campaign.
Sport is becoming an increasingly important part of Chipotle’s US marketing mix and amongst its other notable recent sports themed campaigns was its 2022 mixed reality, on-ice, in-game ‘Chipotle-branded Zamboni’ initiative with the Colorado Avalanche and its ongoing ‘Unwrapped’ series which began in 2021 to leverage the Olympic Games.
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