MEXICAN CHAIN CHIPOTLE NAMES MOTHER AGENCY OF RECORD

Boutique to Work on $8-$10 Million Account

By Published on .

CHICAGO (AdAge.com) -- Fresh from being retained in McDonald's Corp.'s Partner Brands portfolio, burrito chain Chipotle has hired creative boutique Mother, New York, as its first-ever agency of record.

Previously freelance, in-house
The Mexican chain, known for its fresh,

Related Stories:
MOTHER GETS NBA CREATIVE WORK
First U.S.-Based Account for London Ad Agency's New York Office
LONDON'S MOTHER OPENING NEW YORK OFFICE
Andrew Deitchman of Red Cell to Head Up New Team
made-to-order burritos, had been working with freelance and in-house resources to develop creative for the chain's $8 million to $10 million marketing budget. While much of the media work is print and out-of-home, Chipotle does do some radio advertising.

Chipotle's Dan Fogarty, branding director, and Jim Adams, marketing director, met informally with several creative shops in Denver, Los Angeles, Minneapolis and New York, said Mr. Fogarty, who wouldn't name the agencies. He expects new creative to break in the late second or early third quarter.

Partner Brands
Last month, McDonald's Corp. announced that it would reorganize its Partner Brands, keeping only Chipotle and Boston Market brands and a minority investment in Pret A Manger. McDonald's agreed to sell Donato's back to its founder, exit its joint venture with Fazoli's and stopped developing non-McDonald's brands outside the U.S.

The fast-growing Chipotle chain, now with 300 units, has pulled in double-digit same-store sales and has average unit volumes of $1.3 million, compared to $1.6 million for McDonald's.

The just-opened New York office of London-headquartered Mother last month won a creative assignment from the National Basketball Association, its first U.S.-based client.

Most Popular