Chipotle launches new campaign focused on ingredients

Chipotle is aiming to get more "real" with the launch of a new marketing campaign about the ingredients in its menu items.

The "As Real as It Gets" national television campaign reflects the brand's commitment to real ingredients,  according to a press release. It follows  on the heels of the brand's claim that it is the only restaurant brand not using added colors, flavors or preservatives.

The TV spots feature actors and comedians "getting real" inside of a Chipotle burrito with actor Jeffrey Tambor serving as the burrito's voice, the release said.

"In a world full of fakery and half-truths, it's invigorating to hear a brand tell it like it is," Mark Crumpacker, chief marketing and development officer for Chipotle, said in the release. "This campaign challenges the conventions of fast food advertising by being completely real — not only about our food, but about the world we live in — and it does so with an optimism and playful humor that's very much in line with our brand."

Topics: Marketing, Marketing / Branding / Promotion, Menu Boards

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