Chipotle Launches In The U.K. With A Pronunciation Guide

Brand Is Starting With The Basics After Appointing Mother London

Published On
Mar 19, 2014

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Chipotle is telling the British how to pronounce its name in its first ever U.K. advertising campaign, after appointing Mother London to the account. In the U.S., Chipotle's recent award-winning campaigns, including The Scarecrow, have been collaborations with Creative Artists Agency that have focused on its environmental credentials. But the brand appears to be starting with the basics for its British audience. Print and poster ads feature instructions on how to say "Chipotle" -- not a name the average U.K. consumer is familiar with, since the chain only has six restaurants and launched its first outlet in London in 2010 -- along with the tagline "delicious however you say it." Mother, which was appointed without a competitive pitch, will work on building the brand in the U.K. and support its European business.