Chipotle & The "Corn Kid"

Chipotle cleverly capitalized on the viral internet phenomenon "Corn Kid" by integrating this young influencer into their marketing strategy, highlighting their commitment to fresh ingredients through a playful and widely appealing campaign.

The "Corn Kid" became an internet sensation after his heartfelt declaration of love for corn went viral. Chipotle, known for its emphasis on fresh, quality ingredients, saw a natural fit. They partnered with the Corn Kid to create engaging content that celebrated one of their key ingredients: corn. This collaboration was part of a broader strategy to connect with younger audiences and underscore Chipotle’s commitment to freshness and quality.

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Why it’s praiseworthy:

Chipotle’s use of the "Corn Kid" in their marketing is noteworthy for several reasons:

• Cultural relevance: By tapping into a viral trend, Chipotle stayed culturally relevant and connected with a broader, younger audience.
• Brand alignment: The campaign aligned perfectly with Chipotle’s brand values of fresh, real ingredients, using the Corn Kid’s genuine love for corn to highlight their own use of non-GMO corn in a fun and relatable way.
• Engagement and reach: The partnership with Corn Kid not only garnered significant social media attention but also positively engaged customers by associating Chipotle with a joyful and wholesome message.

Key takeaways for marketers:

• Leverage pop culture: Engage with viral trends or personalities to keep your brand top of mind and relevant.
• Emphasize Brand Values: Use collaborations to highlight and reinforce your brand’s commitment to its core values.
• Engage through positivity: Positive and joyful content can significantly enhance engagement and help create emotional connections with consumers.

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