Chipotle offers behind-the-scenes look at its kitchens in new campaign
By Sara Shaw • February 13, 2019Chipotle Mexican Grill launched a new campaign, “Behind the Foil,” which offers consumers an up-close look into the company’s operations. The campaign, created by Venables Bell and Partners, features documentary-style digital and TV spots that go behind the scenes at Chipotle restaurants to show footage of the chain’s kitchens, equipment and prep routines. It also features Chipotle employees and the farmers that supply ingredients.
With “Behind the Foil,” Chipotle is using multiple tactics to build a sense of authenticity in its messaging to consumers, including using a well-known documentary film director and featuring real-life employees and locations. The move is part of the brand’s ongoing efforts to rebuild trust with consumers after several food safety issues have plagued the brand over the past few years and the announcement that Chipotle’s head of food safety would be retiring this year. The company also recently said it would train its entire staff on food safety.