Chipotle Twitter

Food Insecurity Campaign

Potential Social Media Influencers
-------------------------------------------------------------
Authored by: Midge Carter

DEFINITIONS:

Social Media Influencer: an individual who uses social media to engage

and encourage direct action from their followers. An influencer is credible,
relatable, and reaches a specific audience.

Food Insecurity: the state of being without reliable access to a sufficient

quantity of affordable, nutritious food.

WHATS INSIDE:
Profiles of five potential social media influencers
Chrissy Tiegan (pg. 2-3)
Eugene Yang (pg. 4-5)
DeRay McKesson (pg. 6-7)
Matt Bellassai (pg. 8-9)
Jos Andrs (pg. 10-11)
A short bio of each influencer
Reasoning for each influencer
A sample post for each
A drafted recruitment email
2

Influencer 1: Chrissy Tiegan

@ChrissyTweets
61.4k Tweets
8.21 Million Followers

Bio:
Chrissy Tiegan is an author, television host, and supermodel. She is married to
Grammy and Oscar award winning singer, John Legend.

Why Tiegan?
Tiegans usage of Twitter is relatable, honest, and funny.
She uses Twitters two-way communication well, and her followers feel that they
are part of her personal life.
She has high credibility with Millennials.
Cravings, Tiegans first cookbook, came out in 2016 and established her as a
person with an interest in good food.
Tiegan has also been known to indulge in take out foods, and endorsing Chipotle
would not be off brand for her.
Tiegan, and her husband John Legend, currently engage in philanthropic efforts,
and would potentially be open to the idea of giving time and their image to a
social justice related cause.
Tiegan has branded herself as a hard-core liberal, who would theoretically be
open to endorsing a campaign relating to food insecurity.

Sample Post:

Text: Teach em young what matters. Glad to be a part of this community and to
fight hunger alongside Chipotle. #ThanksGivingBack
Image: Photo of Tiegan and her daughter Luna sharing a meal with a member of the
community at the Thanksgiving Dinner event.

Potential Email:

Ms. Tiegan,

My name is Midge Carter, and I am a representative for Chipotle Mexican Grills

Social Justice and Service Division.

We are currently working on a social justice project relating to the concept of hunger
and food insecurity. One in six Americans experience food insecurity every year, and
Chipotles #ThanksGivingBack campaign aims to high light this issue. The campaign
will begin with a large-scale community Thanksgiving dinner, where the food is
provided by Chipotle and served to members of the community, by the members of
the community. Our goal is to have these events at every Chipotle franchise. The
project will then transition to a large scale, long-term project that includes the
creation of community gardens and education about nutrition and food insecurity.
[CHIPOTLE TWITTER SOCIAL MEDIA INFLUENCERS]

As an organization, Chipotle would like your help. Your social media presence on
Twitter is strong, and as an author and chef, an endorsement by you would engage
individuals and potentially create a ripple of social change. This is an opportunity to
use your considerable social influence to highlight a dangerous and important social
issue.

We would like to have you participate in one of our events, potentially serving food
and eating alongside individuals who experience food insecurity. We would also like
to work with you to create a series of social justice themed posts promoting
education about hunger and food insecurity. An example post is below:

Text: Teach em young what matters. Glad to be a part of this community and to
fight hunger alongside Chipotle. #ThanksGivingBack
Image: Photo of Tiegan and her daughter Luna sharing a meal with a member of the
community at the Thanksgiving Dinner event.

Of course, this is just a suggested post, and any written content that you would
prefer to post would be excellent.

We are very excited about this potential collaboration. Please contact us with your
response at your earliest convenience.

Kindly,
Midge Carter

Midge Carter (she/her/hers)

Chipotle Social Justice and Service PR Director
P: 616-123-4567| E: MidgePR@Chipotle.com
www.chipotle.pr.com
4

Influencer 2: Eugene Yang

@EugeneLeeYang
1,556 Tweets
241K Followers

Bio:
Eugene Yang is a content creator, producer, and director at Buzzfeed. He is most
notably a member of the Try Guys, a group of 4 Buzzfeed employees who partake in
dares and create viral videos.

Why Yang?
Yangs online presence is highly visual, with strong usage of brightly colored and
active photos, which works well with Chipotles use of colors scheme and
images.
He has a strong, loyal following from Buzzfeed viewers, who tend to be college
age millennials, which aligns with Chipotles demographic.
He also is not known to endorse campaigns, giving his alignment with Chipotle
more weight.
Yangs engagement in this campaign would reach a young, moldable
demographic.
Yang also has influence and power around the Buzzfeed offices, and could
potentially spur on other Buzzfeed employees to engage in the campaign.

Sample Post:

Text: 1 in 6 people face hunger in America. We can do better than this. Ill be at
Chipotles #ThanksGivingBack meal. Will you?
Image: Photo of Yangs hands with #ThanksGivingBack written on the palms.
Written on the bottom of the image are dates, times, and locations for Chipotles
events.

Potential Email:

Mr. Yang,

My name is Midge Carter, and I am a representative for Chipotle Mexican Grills

Social Justice and Service Division.

We are currently working on a social justice project relating to the concept of hunger
and food insecurity. One in six Americans experience food insecurity every year, and
Chipotles #ThanksGivingBack campaign aims to high light this issue. The campaign
will begin with a large-scale community Thanksgiving dinner, where the food is
provided by Chipotle and served to members of the community, by the members of
the community. Our goal is to have these events at every Chipotle franchise. The
project will then transition to a large scale, long-term project that includes the
creation of community gardens and education about nutrition and food insecurity.
[CHIPOTLE TWITTER SOCIAL MEDIA INFLUENCERS]

As an organization, Chipotle would like your help. Your social media presence on
Twitter is strong, and an endorsement by you would engage individuals and
potentially create a ripple of social change. We were initially drawn to you because
of your ability to engage young folks in lighthearted content, and your personal drive
to engage in social justice issues.

We would like to have you participate in one of our events, potentially serving food
and eating alongside individuals who experience food insecurity. We would also like
to work with you to create a series of social justice themed posts promoting
education about hunger and food insecurity. An example post is below:

Text: 1 in 6 people face hunger in America. We can do better than this. Ill be at
Chipotles #ThanksGivingBack meal. Will you?
Image: Photo of Yangs hands with #ThanksGivingBack written on the palms.
Written on the bottom of the image are dates, times, and locations for Chipotles
events.

If you have any other ideas for a potential post, a collaboration with yourself or with
Buzzfeed, or other content that we could create, we would love to talk to you about
that possibility. Thank you for your consideration. We are excited about this potential
collaboration, and look forward to hearing back from you. Please contact us with
your response at your earliest convenience.

Kindly,
Midge Carter

Midge Carter (she/her/hers)

Chipotle Social Justice and Service PR Director
P: 616-123-4567| E: MidgePR@Chipotle.com
www.chipotle.pr.com
6

Influencer 3: DeRay McKesson

@deray
209K Tweets
999K Followers

Bio:
DeRay McKesson is an activist, teacher, and public speaker. He was heavily
involved in the creation and rise of the Black Lives Matter movement in 2014. Since
then he has appeared on television several times and began a podcast, Pod Save
the World, in collaboration with Gimlet media.

Why DeRay:
DeRay utilizes Twitter to motivate people. He is highly active, and posts a
combination of political, social justice orientated, and personal tweets.
Members of activist communities often look to him for instruction, and he
consistently has high engagement in his twitter usage.
DeRay has the opportunity to speak in the ear of young, motivated, political
people. These individuals are the type that Chipotle would like to engage with
their social justice campaign, because they have a higher likelihood to change
their behavior based on social beliefs.
If DeRay were to endorse Chipotle, it would give the campaign more weight as a
valid social justice tactic.
DeRay comes from a community with high food insecurity.

Sample Post:

Text: I grew up on this street. Now Im back, and working with Chipotle to stop the
food insecurity that I saw every day. #ThanksGivingBack
Image: Photo of McKesson sitting on the stoop of the street he grew up on in
Baltimore, talking to a Chipotle staff member. In the background of the image is the
set up Thanksgiving Back feast, where people are beginning to be served.

Text: Working w/ Chipotle and Northwood Elem. School to start this community
garden in my hometown has got me emotional. #ThanksGivingBack
Image: Photo of students at Northwood Elementary school working in a garden,
which is beginning to show signs of vegetables, alongside Chipotle workers.

Potential Email:

Mr. McKesson,

My name is Midge Carter, and I am a representative for Chipotle Mexican Grills

Social Justice and Service Division.

We are currently working on a social justice project relating to the concept of hunger
and food insecurity. One in six Americans experience food insecurity every year, and
[CHIPOTLE TWITTER SOCIAL MEDIA INFLUENCERS]

Chipotles #ThanksGivingBack campaign aims to high light this issue. The campaign
will begin with a large-scale community Thanksgiving dinner, where the food is
provided by Chipotle and served to members of the community, by the members of
the community. Our goal is to have these events at every Chipotle franchise. The
project will then transition to a large scale, long-term project that includes the
creation of community gardens and education about nutrition and food insecurity.

As an organization, Chipotle would like your help. Your social media presence on
Twitter is strong, and as an activist and educator an endorsement by you would
engage individuals and potentially create a ripple of social change. As a social
justice activist, you understand the importance of raising awareness and education
for issues. We would like your help to highlight the intersections of race, poverty, and
food insecurity.

We would like to have you participate in one of our events, potentially serving food
and eating alongside individuals who experience food insecurity in your home
community in Baltimore. We would also like to work with you to create a series of
social justice themed posts promoting education about hunger and food insecurity.
An example post is below:

Text: I grew up on this street. Now Im back, and working with Chipotle to stop the
food insecurity that I saw every day. #ThanksGivingBack
Image: Photo of McKesson sitting on the stoop of the street he grew up on in
Baltimore, talking to a Chipotle staff member. In the background of the image is the
set up Thanksgiving Back feast, where people are beginning to be served.

Text: Working w/ Chipotle and Northwood Elem. School to start this community
garden in my hometown has got me emotional. #ThanksGivingBack
Image: Photo of students at Northwood Elementary school working in a garden,
which is beginning to show signs of vegetables, alongside Chipotle workers.

Thank you for your consideration. We are excited about this potential collaboration,
and look forward to hearing back from you. Please contact us with your response at
your earliest convenience.

Kindly,
Midge Carter

Midge Carter (she/her/hers)

Chipotle Social Justice and Service PR Director
P: 616-123-4567| E: MidgePR@Chipotle.com
www.chipotle.pr.com
8

Influencer 4: Matt Bellassai

@MattBellassai
19.5K Tweets
354K Followers

Bio:
Matt Bellassai is a comedian, author, and Internet content creator. A former
Buzzfeed employee, Bellassai is most well known for his YouTube series, Whine
about it where he explains why the topic of the video is terrible while drinking wine.
However, he is also a successful podcast creator, speaker, and has an active
presence on social media.

Why Bellassai:
Bellassais content is highly satirical, and matches the tone of Chipotles twitter.
He is also a well-known member of the LGBTQ community, and has authority
with a group of people that are highly active when reached out to.
A large part of Bellassais brand is pointing out the flaws in things, and there is
added weight to his endorsing something, simply because he believes that so
much is terrible.
Bellassais ability to engage individuals with humor, and make them stay for more
serious content makes him an especially desirable representative.
He is also known to enjoy Chipotle, and it would be on-brand for him to work with
Chipotle

Sample Post:

Text: Spent #ThanksGivingBack serving w/ Chipotle to raise awareness for food

insecurity. Also got a burrito. Take that, Christopher Columbus.
Image: Photo of Bellassai at the Thanksgiving meal with a Chipotle Burrito in front of
him, pointing at the camera aggressively.

Potential Email:

Mr. Bellassai,

My name is Midge Carter, and I am a representative for Chipotle Mexican Grills

Social Justice and Service Division.

We are currently working on a social justice project relating to the concept of hunger
and food insecurity. One in six Americans experience food insecurity every year, and
Chipotles #ThanksGivingBack campaign aims to high light this issue. The campaign
will begin with a large-scale community Thanksgiving dinner, where the food is
provided by Chipotle and served to members of the community, by the members of
the community. Our goal is to have these events at every Chipotle franchise. The
project will then transition to a large scale, long-term project that includes the
creation of community gardens and education about nutrition and food insecurity.
[CHIPOTLE TWITTER SOCIAL MEDIA INFLUENCERS]

As an organization, Chipotle would like your help. Your social media presence on
Twitter is strong, and an endorsement by you would engage individuals and
potentially create a ripple of social change. We are especially interested in your
participation because your humorous and engaging content reaches several
audiences that we would like to engage with, particularly young LGBTQ folks who
are socially active.

We would like to have you participate in one of our events, potentially serving food
and eating alongside individuals who experience food insecurity in your home
community in Boston. We would also like to work with you to create a series of social
justice themed posts promoting education about hunger and food insecurity, but
using your sense of satire and humor as well. An example post is below:

Text: Spent #ThanksGivingBack serving w/ Chipotle to raise awareness for food

insecurity. Also got a burrito. Take that, Christopher Columbus.
Image: Photo of Bellassai at the Thanksgiving meal with a Chipotle Burrito in front of
him, pointing at the camera aggressively.

Obviously, youre the comedian around here, and if you would prefer to post different
content, we would encourage your creativity. We know that were not as funny as we
think we are.

Thank you for your time. We are excited about this potential collaboration, and look
forward to hearing back from you. Please contact us with your response at your
earliest convenience.

Kindly,
Midge Carter

Midge Carter (she/her/hers)

Chipotle Social Justice and Service PR Director
P: 616-123-4567| E: MidgePR@Chipotle.com
www.chipotle.pr.com
10

Influencer 5: Jos Andrs

@ChefJosAndrs
33.9K Tweets
575K Followers

Bio:
Jos Andrs is a Spanish American chef and the president of the Think Food Group.
He is an active social justice personality, specifically relating to issue of hunger and
food insecurity. Currently Chef Jos is working to provide hot meals for those without
power or food in Puerto Rico.

Why Jos?
Chipotles campaign against hunger perfectly aligns with Andrs social values
and personal causes.
His organization, The Think Food Group, works to educate and advocate for
issues relating to food insecurity, and would provide a level of gravitas to
Chipotles project.
As a social media user, he is active, philanthropic, and engaged.
At times political, Chef Jos uses his social media to highlight social issues and
to gain support for solutions to those issues.
As a Spanish-American, Chef Jos also has access to Spanish speaking areas
of Twitter, which Chipotle has not yet engaged.

Sample Post:

Text: Hunger is everywhere, but you can do something about it. Join Chipotle and I
for #ThanksGivingBack this November.
Image: Graphic of the details of the Thanksgiving meals, including location, date,
times, and how individuals can get involved.

Potential Email:

Chef Andrs,

My name is Midge Carter, and I am a representative for Chipotle Mexican Grills

Social Justice and Service Division.

We are currently working on a social justice project relating to the concept of hunger
and food insecurity. Obviously, you are aware of the effects that food insecurity can
have on a community. Chipotle is working to address these issues with a local,
community focus.

The campaign will begin with a large-scale community Thanksgiving dinner, where
the food is provided by Chipotle and served to members of the community, by the
members of the community. Our goal is to have these events at every Chipotle
franchise. The project will then transition to a large scale, long-term project that
[CHIPOTLE TWITTER SOCIAL MEDIA INFLUENCERS]

includes the creation of community gardens and education about nutrition and food
insecurity.

As an organization, Chipotle would like your help. Your organization and passion for
hunger and food justice issues is inspiring. Also, your social media presence on
Twitter is strong, and as a respected Chef who is already engaged in social justice
work, an endorsement by you would help to legitimize our campaign.

Chipotle would like to have you participate in one of our events, potentially
preparing, serving, and eating food alongside individuals who experience food
insecurity. We would also like to work with you to create a series of social justice
themed posts promoting education about hunger and food insecurity, but using your
sense of satire and humor as well. An example post is below:

Text: Hunger is everywhere, but you can do something about it. Join Chipotle and I
for #ThanksGivingBack this November.
Image: Graphic of the details of the Thanksgiving meals, including location, date,
times, and how individuals can get involved.

Thank you for your continued work to feed those who are hungry. We are excited
about this potential collaboration, and look forward to hearing back from you. Please
contact us with your response at your earliest convenience.

Kindly,
Midge Carter

Midge Carter (she/her/hers)

Chipotle Social Justice and Service PR Director
P: 616-123-4567| E: MidgePR@Chipotle.com
www.chipotle.pr.com