News

Chipotle debuts deep dive view into company history

February 12, 2019

Chipotle Mexican Grill is launching what it calls an "intimate" look into the company's 25-year-history with Behind the Foil, a documentary-style digital and television campaign.

The content provides behind-the-scenes footage of restaurant operations, including prep routines, and features staff and farming partners, according to a press release. The campaign offers what Chipotle described as "unfiltered" and "emotional" testimonials about the impact the brand has had on employee lives and a transparent view at how the brand harvest its ingredients.

It's also broadcasting a live food prep feed, from its Woodbury Town Center restaurant in Irvine, California, today from 11:30 a.m. to 1:30 p.m. ET on its Facebook page.

"Chipotle is committed to becoming a more culturally relevant and engaging brand, and Behind the Foil is another milestone along this journey," said Chris Brandt, chief marketing officer at Chipotle, in the release. "The campaign celebrates the heart of Chipotle, our dedicated employees and our supply partners who grow the real ingredients that make up the delicious food that our fans love."