Chipotle joins spelling bee to pit its ingredients against competitors’

Dive Brief:

• Chipotle Mexican Grill chain participated at this year’s Scripps National Spelling Bee by running its own Chipotle Bee, For Real contest, according to a press release.
• Held on a custom stage, the word challenges pitted Chipotle’s 51 ingredients against 51 complex ingredients used at other restaurants. Competitive spellers had to spell one of each, such as “avocado,” “beef” or “cheese” versus “carrageenan,” “dimethylpolysiloxane” or “lecithin.”
• The Chipotle Bee, For Real — part of the “Behind the Foil” campaign that focuses on the company’s use of natural ingredients — featured special pronunciation guidelines, definitions, origins and uses in a sentence. Prizes included exclusive Chipotle Bee pins, Chipotle Bee foil notebooks and Chipotle gift cards.

Dive Insight:

Chipotle has found a new way to emphasize its use of natural ingredients while also creating a unique brand experience, a tactic that is seeing lots of interest from brand marketers. Such Article source: https://www.marketingdive.com/news/chipotle-joins-spelling-bee-to-pit-its-ingredients-against-competitors/555878/