Chipotle Picks Butler, Shine

Chipotle Mexican Grill has selected independent Butler, Shine, Stern & Partners in Sausalito, Calif., as its lead agency following a review.

Moving forward, the agency will handle traditional and nontraditional assignments, along with in-store communications, and media planning and buying.
“Chipotle is a passion brand,” said Greg Stern, agency CEO. “We’re very excited to work with their team to leverage the many ardent Chipotle fans in order to create many, many more–and to support the company’s plans for growth.”
Based in Denver, the restarateunt chain began a review following a split late last year with DeVito/Verdi in New York.

Sequence, a San Francisco-based branding consultancy, managed the search. Two weeks ago, Mark Crumpacker, co-founder of Sequence, assumed the title of CMO at the chain. Crumpacker has long-standing ties to Chipotle; he developed the company’s original brand identity system in 1993.

The fast-food chain in recent years has spent $7-10 million annually in major measured media in the U.S. (not including online expenditures), according to Nielsen Monitor-Plus.