Although Chipotle’s approach to social media has evolved drastically over the last few years, its iconic brand voice has remained constant. Combining beautiful food-focused imagery with the brand’s iconic voice enables Chipotle to stand out and drive engagement with various customer groups on social channels. Subtle cues allow the brand to hone in on certain target groups, while still appealing to their broader audience. The team worked with agency partners to develop and analyze insights based on previously published content. These results fed into a social media plan and content calendar that supports the insights. But this process brought up another challenge: How do you create enough content in a cost-efficient way, without sacrificing the brand’s high standards? Marketing resources were used on other projects, which didn’t leave a lot of helping hands (or budgeting dollars) for creating custom content. Candice and her team needed a solution to help scale content creation while upholding the brand’s high standards for imagery.

"Just because we’re asking for more content, we would never let our standards drop. In looking for a content partner, we were looking for someone who understands the brand, understands our high standards, and then executes based on the briefs we deploy."