Brand Tracker

Welcome to the automated Brand Tracker diaries.

USA

Around the World: Women’s sport asks UK Treasury for subsidy

Brand: Chipotle

Campaign: Behind the Foil

Source: https://stoppress.co.nz/stoppress-exclusives/around-the-world-womens-sport-ask-uk-treasury-for-subsidy/

Goal: To showcase diverse interpretations of the brand through influencers

Media: Influencer channels, television

Summary: Chipotle launched the campaign 'Behind the foil', allowing 100 diverse creators to share their unique interpretations of the brand directly from its kitchens without scripts or approvals. The campaign aims to differentiate itself from traditional foodie influencers, leveraging the creators' combined 100 million followers.

Japan

“I Apologized to Employees” But After All, Kobeya Let Go of 70% of Sales, A Major Rebranding by the Long-Established Bakery

Brand: Kobeya

Campaign: Kobeya Kitchen Atre Ebisu Store Rebranding

Source: https://www.advertimes.com/20260819/article554238/

Goal: To rejuvenate the brand and connect with customers through a new brand statement

Claim: Be Playful

Summary: Kobeya is undergoing a major rebranding as it prepares to reopen the Kobeya Kitchen Atre Ebisu Store on August 20. This includes a new corporate logo, store design, and uniforms, aimed at shifting from product and quality differentiation to generating empathy through worldviews and experiences. The rebranding reflects the company's transition after selling off its packaging bread business, now focusing on frozen dough and direct management operations. The new brand statement emphasizes creating 'new commons in food' with the core slogan 'Be Playful', embodying a fresh and engaging approach to customer experience.

customer experience food industry rebranding