Chipotle is looking to Snapchat for redemption as it struggles to escape the shadow left by a wave of food poisoning outbreaks that sickened hundreds of customers and shut down dozens of stores.
The burrito chain has launched a weekly Snapchat-exclusive video series aimed at the platform’s abundant millennial users.
The show, entitled ‘School of Guac,’ is just the latest scheme in a months-long comeback marketing blitz shaped by Chipotle’s persistent penchant for non-traditional advertising tactics.
“We’re not really a conventional brand,” said Chipotle’s head of digital marketing, Jackson Jeyanayagam. “Our Snapchat strategy in particular is going to be very different, and it’s going to be, obviously, in our tone of voice, and it’s going to be fun.” …