Delivering delightful social activations, at speed, is Beck and Chipotle’s specialty.
When it comes to social media, Candice Beck’s got the juice.
As director of social, influencer and Web3 for Chipotle, Beck manages the brand’s strategic social media marketing program, artfully connecting culture and commerce. Last summer, Beck’s team executed a lickety-split brand promotion by arranging a store visit from the “Corn Kid” Tariq, just 24 hours after the “It’s Corn!” video featuring him went viral.
Chipotle’s video showing Tariq reacting to the brand’s roasted corn salsa shattered Chipotle’s social engagement records, generating 95 million combined views on TikTok and Instagram, plus 1.7 billion PR impressions.
The Creativity Awards judges were impressed with the speed at which Beck worked and the quality of the presentation. “We know how difficult it is to push and make things happen so fast,” one judge said. “That’s really powerful. And it didn’t seem forced. It came off as organic.”
Beck didn’t limit Chipotle’s social media to TikTok, but blazed new trails, becoming the first restaurant brand on BeReal. On Roblox, Beck launched the Burrito Builder, in which the brand leveraged the emerging work-to-earn model to teach users how to virtually roll a burrito—while earning one in real life.
Beck understands Chipotle’s fans and creates campaigns that drive brand love. When fans were “accidentally” filling complimentary water cups with lemonade from the fountain, Chipotle created a lemon-scented “water cup” candle that sold out in four minutes and was Chipotle’s most-shared Instagram post in 2022. The fan-inspired product generated 2.1 billion PR impressions.
“It takes a special kind of expertise to lead efforts like that,” one of the judges remarked.
