A Tasteful Homage
Chipotle is infusing a breath of fresh air into its Chicago establishment by renaming it ‘Chipper’ for a nod to the upcoming NHL Winter Classic. This playful change speaks directly to hockey enthusiasts and aligns with a pervasive trend within hockey culture, where this affectionate nickname for the popular fast-casual chain has been warmly adopted. As stated in MediaPost, the strategic name change exemplifies how deeply rooted Chipotle has become in the passionate world of hockey.
Celebrating Fan Culture
In a star-studded game slated to dazzle fans on December 31st at Chicago’s iconic Wrigley Field, the temporary ‘Chipper’ name brings the fans and the brand closer, creating a unique, engaging atmosphere that transcends the ice. Chris Brandt, Chipotle’s chief brand officer, emphasizes the importance of community in this endeavor, aiming to vivify the ‘Chipper’ moniker that fans cherish and adorn.
Beyond the Ice
Moreover, Chipotle isn’t the only brand catching Winter Classic fever. Discover, headquartered in the very city hosting the winter extravaganza, is diving deep into festive preparations. Jennifer Murillo, chief marketing officer at Discover, elaborates on their myriad initiatives, including a giant puck drop and diversified fan engagement strategies.
Engaging Activations Galore
The festivities don’t end with Chipotle and Discover’s efforts. A host of notable brands are stepping up to enhance the fan experience, ranging from Bodyarmor’s puck-shooting challenges to Energizer’s thrilling speed tests, complete with iconic bunny ears giveaways. From 20-foot activations to interactive hockey-themed activities, these brands ensure an unforgettable experience, all resonating with the high spirit of the Winter Classic.
A Melt-In-Your-Mouth Partnership
Chipotle’s naming strategy comes alive through this event as an emblematic celebration of camaraderie among hockey fans. By embracing its humorous nickname, Chipotle connects deeply with its audience, proving once again, as fans cheer from the stands and crowd the restaurant, that their cherished ‘Chipper’ is indeed more than just dining—it’s an experience.
Stay tuned for more captivating stories that captivate fans and keep the spirit of hockey alive!
