Moe's Vs Chipotle

Every day when I walk to the T station down at 6th avenue I pass the same 2 billboards on Fifth Avenue. They are owned by two competing companies: Chipotle and Moe's Southwest Grill. On the larger billboard owned byChipotle- it is always advertising a food item and how close the store is located proximate to the city.



Chipotle demonstrates to the customer that a new product line is available- in this case Queso and that it is only a short way away for them to get it. The Ad is challenging the viewer to go to Market Square and seize what is "theirs": Queso.

Across the street Moe's has taken out a billboard of its own- also demonstrating its own version of queso and its location- also in Market square. The Moe's ad is poking fun at Chipotle- alluding to their Queso product and how it is considered not real queso. Moe's has long been a maker of Queso and is mocking Chipotle's attempt at one of their premier products. These two companies have been dueling with billboards for a while now and every time Chipotle puts up a new billboard- Moe's changes theirs. If nothing else- it has brought public attention and visibility to both brands and that is important.