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Chipotle launches 'For Real' campaign to shine light on real ingredients

September 25, 2018

Chipotle Mexican Grill has launched an integrated marketing campaign — For Real — to emphasize its commitment to preparing real food made with real ingredients, according to a company press release. 

"Chipotle's new For Real tagline and mission brings us back to our roots and reflects the principles we were founded on 25 years ago," Chris Brandt, chief marketing officer, said in the release. "Chipotle has always emphasized food prepared fresh daily in all of our restaurants and we wanted this campaign to highlight that, reflecting our real principles and 'real' as a way of acting in the world. While often long and complicated ingredient lists are common in today's food industry, we like to say the only ingredient that's hard to pronounce at Chipotle is 'Chipotle'."

The campaign creative features Chipotle's list of 51 ingredients — ingredients everyone can both recognize and pronounce — in an effort to make this information accessible to all consumers and encourages other restaurants to follow suit, according to the release

The campaign will air on TV ads, out of home ads, digital and print ads as well as all of Chipotle's owned channels, including social media and website. Additionally, Chipotle is launching a second Instagram account, @ChipotleForReal, designed to educate followers about each of Chipotle's 51 ingredients.