Break that way of thinking!
Go Chipotle’s way.
No GMO in your food, no GMO in your alphabet.
Strategy
The Approach:
I imagined it like this, two pieces of meat can both be called chicken, but it doesn’t mean they are the same.
The Insight:
We want to reprogram people to ask the right questions when it comes to their food.
Where and how is it made? What’s in it?
There’s the traditional way of how we see food. That is the traditional way of reading the alphabet. We don’t care if it has GMO’s or anything else in it.
We want to reprogram people’s brains so that they make a conscious effort to avoid GMO’s. Speak our language. Use our alphabet.
To recite our alphabet (without letters G,M and O) in under 5 seconds, you’ll need to practice. You’ll keep saying it. You’ll then always remember Chipotle is without GMO’s. With better, fresher, tastier food.
