We’ve had enough of your bullsh*t, Chipotle.

After years of shrinking portion sizes, TikTokers are taking a stand against the brand.

Chipotle’s trying to save face right now, but only time will tell whether they’ll actually change their ways.

In today's newsletter:

• TikTokers expose Chipotle’s measly portions (find out whether the negative reviews are finally getting to the brand)

• How Graza disrupted the olive oil industry (check out their winning influencer strategy!)

• Trend plug - AI dances (time to get a little silly!)

• Is a company LinkedIn page enough? (here’s why you NEED to get your team posting on the platform, too)

- Charlotte, Editor ♡

Turns out, bullying does work.

Particularly if you’re bullying Chipotle into giving you your money's worth.

Chipotle are NOTORIOUSLY stingy with their toppings. And TikTok has decided enough is enough.

Over the last week, Chipotle patrons have been storming into their local restaurants with their cameras raised and ready to film employees behind the glass.

This has now been dubbed the 'Chipotle phone method' or 'Chipotle phone rule.' And it's meant to pressure employees to pile on larger portions of meat, cheese and other toppings when ordering.

And well, it’s working.

One user said in a video last week, 'Apparently, we have hated on Chipotle so much that managers are allegedly providing notices to their employees that if anyone is ordering with their phone out [and] potentially recording to just load it up.' That video has amassed nearly 3 million likes and over 30 million views.

Now dozens of other consumers are putting the theory to the test. And many are concluding that the 'Phone Rule' does indeed yield fuller burritos.

[Keep reading]

-Sophie, Copywriter

How Graza Disrupted the Olive Oil Industry

What do you get when you cross disruptive packaging with influencer marketing?

A crazy successful launch leading to $500K in revenue and a complete sell-out of product in the first week. Without a single paid ad.

This is Graza’s success story, and there’s a lot to learn from it.

Graza who?

Graza is a company with a fresh take on olive oil that’s totally disrupting the industry. Get this, they put it in a SQUEEZY BOTTLE.

The packaging and design created by Gander is meant to reflect quality at every touchpoint. From the single-origin Spanish oil itself to the matte coated dark green bottle with funky modernized font, it’s a gorgini product.

AND BEFORE you environmentalists come for my neck, the bottles may be plastic, yes. But they are refillable via Graza’s first-to-market nitrogen-sealed 'beer can' refills. Another way in which the brand is revolutionizing olive oil packaging.

So why olive oil in squeezy bottles?

[Keep reading]

-Sophie, Copywriter

Trend Plug - AI Dancing

What's better than creating slick dances using an AI template from CapCut?

Ok, probably a lot of things.

But I have to admit this trend is resulting in some pretty hilarious videos. And with this template, everything's fair game, including clueless grandparents and innocent pets.

How can you hop on this trend?

Creators are pairing their dances with text overlays like 'Why are you taking my pic?' or 'Dance if [blank].' Pretty much anything goes here, which means the opportunities are literally endless.

A few ideas to get you started...

• Use the onscreen text, 'Dance if you have the best social media manager' and add a pic of your boss (like this)

• Show off your pets! Pet faces on human bodies are always a win

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

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Ask the Editor

Q - Right now we only have a company LinkedIn page but we're not getting much engagement. Should I get my team to start posting on their own accounts, too? - Asim

Hey Asim!

Yes, you should absolutely get your team to start posting on LinkedIn. This can be such a great way to get more visibility for your company because everyone will be reaching their own network.

Start by talking as a team about what topics you want to cover in your content. Each person should have content pillars relevant for them. But, as a team, you should have some common threads that express what your company does and what you stand for.

I’d also suggest having them invest time into engaging with other people's content. LinkedIn is all about networking, so you'll get the most out of it if you make it a 2-way conversation rather than only posting.

- Charlotte, Editor ♡