Cooking Up Meaningful Partnership

As Chipotle grows into a global brand, they needed to find a partnership that could help them drive mass awareness, particularly in international markets where they have not existed previously. Our proprietary scorecard model led them to executing an F1 team deal. Given our 20+ years experience working in and around F1, we were the perfect fit to help them negotiate and activate the deal.

The deal includes several assets highlighted by prominent placement of the Chipotle logo on both the nose and side of the VF-23 as well as the race suits of drivers Kevin Magnussen and Nico Hulkenberg. We’re activating digitally all season-long, with a particular focus on consumer engagement at the three races in the United States.

To launch the sponsorship around the Miami Grand Prix, we developed a disruptive idea called “We Score, You Score”. The program gave fans a chance to win free burritos if either Haas driver scored points. Thanks to a big P10 finish from Kevin Magnusson, the Haas F1 Team and Chipotle gave away 10,000 free burritos digitally in seconds.