ALAINA MILAZZO

In spring 2016, I took a Principles of Creative Advertising class, where our final project was to create a mock plan book for an advertising campaign. Our client was Chipotle, which, at the time, was finding only limited success with free burrito coupons but could not raise sales to where they were before the company's infamous foodborne illness outbreaks in 2015.

 

Our task was to not only restore sales from a marketing perspective, but also to rebuild the public's trust in Chipotle's brand strategy, "Food with Integrity." My group and I added to that strategy with our "Chipotle for the people" campaign, placing an even greater focus on the millennial customers (college students and young professionals) who have made Chipotle so popular thus far.

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Below is our plan book for the Chipotle Advertising Campaign. My individual tasks included the cover page, table of contents, executive summary, part of the situation anaylsis, social media plan, and promotional event plan.

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