REI cleans up
Four years after its #OptOutside campaign repositioned Black Friday from a day of consumerism to a statement on social activism, REI is again trying to change the narrative. The co-op retail chain made a statement in 2015 when it closed its stores and encouraged shoppers to spend time outdoors on the day after Thanksgiving rather than buying stuff. Now, it wants its 13,000 employees and 18 million co-op members to “opt to act” by cleaning up the outdoors on Black Friday. So far, REI employees have already begun the task by collecting more than 3.4 tons of trash.
Welcome to Chipotlane
No, that’s not a typo. Chipotle is ramping up openings of restaurants featuring “Chipotlanes,” its version of a drive-up pickup spot. Orders are placed online ahead of time, then customers drive up, get the grub and go, without exiting the car. “What we’ve seen is giving people the access through ordering ahead so that they don’t have to get out of their car is a nice unlock for the Chipotle business so that we don’t have to provide the additional complexity of running a traditional drive-thru,” CEO Brian Niccol said on a quarterly call on Tuesday. “And frankly, I think this is the future of how people will want to interact with restaurant companies.” Chipotle is so excited by the opportunity that about half of its more than 80 restaurants currently under construction will have a “Chipotlane,” bringing the total to about 60 restaurants with Chipotlanes by the end of 2019. And more than half of next year’s 150-165 new restaurants will have a “Chipotlane.”
Addition Elle adds more online
After naming a new designer earlier this year, Canadian plus-size brand Addition Elle is revamping its ecommerce experience. The label tapped Work & Co for the update, which includes style-driven photography and products. The work posits models in trendier, lifestyle-type settings similar to other trend-forward brands and also takes advantage of the seasonality of the brand’s apparel with fashion advice by season.
Dog's best friend
After appointing Yard NYC its agency-of-record in July, Crate & Barrel is running its first holiday campaign under the new relationship. The “Made for Each Other” push imagines the houseware chain’s products as objects seeking company. One ad shows a photo of an upholstered chair with a dog on it and text that reads, “Old soul seeks companion to relax with this holiday. I’m not picky; my four-legged friend is, though.”