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.