Great Copy In The Wild: Chipotle Packaging

Chipotle knows the value of a great burrito. Chipotle also knows the value of well-written copy.

While eating lunch yesterday ay Chipotle, I encountered the following copy on the chain’s paper cup.

Chips Are Rad!

Chips might seem so little, so inconsequential…but if we didn’t have chips, how would we eat salsa? With a spoon? And then what would make salsa different than soup? And would people want to put soup on their burritos? That would be weird. I don’t mean to judge, but I think most people would rather not put soup on their burritos. And don’t even get me started on how chips can move guacamole. Oh sweet guacamole. The tiny, lowly, underappreciated chip is the salty triangle delivery method that surpasses all others in guacamole transport. If there was a chip-appreciation society, I would probably join it (as long as it didn’t meet on Wednesday nights, because I have my ceramics class on Wednesday nights, and next week I’m making a bowl) but on any other night, I would be happy to meet up with folks and talk about how awesome chips are. Actually, if no one else is going to start a society, I might have to get on that…

Note the use of first person here. First person helps make a connection. I don’t know who the chip-loving, bowl-making person is, but it doesn’t matter. What matters is the fact that someone’s telling a story, and it is a story highlighting the appetite appeal of products available at Chipotle (chips, salsa and guacamole).

Just about every other fast food chain in existence places their logo, or the logo of Coca-Cola or Pepsi on their cups. But Chipotle saw an opportunity to do more. Which leads me to ask how many storytelling opportunities are your clients leaving on the shelf?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.