Chipotle launches Behind the Foil image campaign

Chipotle launches image campaign to spotlight transparency, food prep

Digital, TV spots to feature employees, farming partners

Chipotle Mexican Grill has launched one of its largest media and image campaigns aimed at increasing transparency and regaining the trust of its customers. Chipotle’s “Behind the Foil” is a campaign that was created by Venables Bell and Partners. Spotlighting its own employees and farming partners, the documentary-style digital and TV segments put the spotlight on Chipotle, with the help of documentarian Errol Morris. The launch arrived with a live broadcast from the Chipotle Woodbury Town Center location’s morning prep line and posted on Facebook Live.

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