Oh Baby: Chipotle Names Wrap What You Love Winner
(Sunday, July 03, 2011) - Chipotle Mexican Grill's 18th anniversary promotion, encouraging customers to wrap what they love in gold foil, has named a 4-day-old baby, appropriately dubbed 'Our Four Day Old Burrito,' as the contest's grand prize winner.
The winning entry was created by Eric Timperley from Lincoln, Neb., and was voted on by fans and judges from Chipotle. Timperley and his newborn baby will be awarded the $10,000 grand prize.
The contest challenged the creativity of Chipotle's customers who submitted photos of their favorite things wrapped in gold foil, emulating the company's use of gold foil-wrapped burritos to mark its anniversary.
'We received more than 1,300 entries, from a piano to a dinosaur and beyond, all wrapped gold foil, just like we are using to wrap our burritos this spring to celebrate 18 years of serving the best quality ingredients,' said Mark Crumpacker, Chipotle's chief marketing officer. 'In the end, who could resist Eric's burrito baby? People who went online to vote loved that picture, and so did we.'
For each vote an entry received, Chipotle contributed $1 to FamilyFarmed.org, with a total contribution of $96,095, in support of its programs to help family farmers bring more food to local markets.
In addition to the grand prize, the company awarded a 1.4-ounce, 24-karat gold Chipotle coin for its favorite submissions each week, with five coins awarded in all. Timperley's 'Four Day Old Burrito' also won this People's Choice Award twice.
The contest was an extension of Chipotle's 'Unlimited Time Only' campaign, where the company is wrapping its burritos in gold foil (rather than the iconic aluminum foil) to call attention to its better ingredients from more sustainable sources.