Chipotle An Unsung Winner at 54th Grammy’s, Promotes Sustainability


Last summer I attended Chipotle’s Cultivate festival in Lincoln Park. I happened to stumble upon it as I was making my way home but it looked inviting so I went in — free of charge no less. There were pockets of activities happening – from Top Chef cooking secrets to kids arts ‘n craft tables to food tents. All of it in an effort to promote Chipotle’s sustainable farming methods and treatment of animals.

Fast forward to yesterday when this commercial aired nationally during the 54th Grammy’s (apparently this video was released last year but this was it’s first national debut). Similar in strategy, this 2 minute animation further reinforces Chipotle’s humane approach to fast food. A touching and well crafted video, vocally accompanied by Willie Nelson covering Cold Play.

Source: CafeMom

Desktops, in style

I recently made a career switch, leaving my company of six years for a boutique (and now independent) creative agency. As part of the move I decided to part ways with much of the   crap that I had accumulated over the six years. It was your typical kitschy stuff that one acquires when working at a media agency, all adorned with logos of the media partners who are attempting to swoon you with their back closet goods that no one wants.

I started my new job, and my new desk, with a minimalist approach. I brought nothing from the old job with me, except ambition. It’s been two months now and my desk is pretty much in the same form that I started with. A phone, a small desk lamp, a Dilbert tear-away calendar (my addition) and then some stacks of paperwork that I assume I’ll reference sooner or later. While it’s not as personalized its easy and simple.

Then there is this article that I read that covers the workspaces of six creative professionals – all which leave my desk with much to be desired. But at the end, the each are representative of the personalities, the passions, the work-style of each individual – whether simplistic or chaotic…it works for them.

Beyond TV: Extend Reach, Higher Brand Recall, More Cost Effective

A recent study performed with YuMe presented new arguments as to why online streaming  can serve as a complement to a standard broadcast buy. Here are some of the findings:

Content present on multiple media extends reach: YuMe online video increased reach for the targeted 35–54 age demographic by 7 percentage points when complemented by a TV flight. In addition, nearly 9 million people were exposed to the campaign on multiple screens.

Average frequency across screens increases: The number of respondents exposed to the PHD campaign three or more times increased by 31 percent, while those exposed to the campaign six or more times rose by 52 percent.

Low eCPMs for online video drive substantial cost efficiencies: Although less than one-sixth the cost of the TV schedule, the $500,000 spend invested in the YuMe Network drove an increase of 34 percent in gross rating points (GRPs) from the original TV schedule. The efficiency of the online video spend was nearly double that of the concurrent TV spend and the cost per point (CPP) was reduced by 11 percent.

Brand and message recall improves with YuMe: Impression-per-impression, YuMe online video outperformed TV in terms of both brand and message recall compared to the campaign TV norm. Results of a Nielsen TV Brand Effect analysis showed an increase of 22 percent for brand recall and 31 percent for message recall one day post-exposure.

YuMe outperforms online video ad network norms: YuMe’s Connected Audience Network outperformed its peers in both brand and message recall, demonstrating an increase of 33 and 50 percent respectively seven days post-exposure.

source: MarketWatch