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Marketing

Chipotle’s new campaign is ‘For Real’

The campaign highlights the 51 “real” ingredients the company uses for its menu.
Photographs courtesy of Chipotle Mexican Grill

Chipotle Mexican Grill is going back to its roots, at least from a marketing standpoint.

The Newport Beach, Calif.-based chain this week introduced its latest marketing campaign, “For Real,” which is emphasizing its commitment to preparing real food.

The campaign highlights the 51 ingredients the company uses in its 2,500 restaurants, “ingredients everyone can both recognize and pronounce.”

The campaign, developed by Venables Bell & Partners, kicked off with a full-page ad on Monday in the New York Times as well as on Chipotle’s YouTube channel. There will also be television ads and marketing on the website, in-store and on social channels, including a new @ChipotleForReal channel on Instagram.

“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, Chipotle’s chief marketing officer, said in a statement. “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.”

Chipotle Mexican Grill ad

The new campaign is part of a revamped marketing plan aimed at making the chain more culturally relevant.

The company has announced a number of new deals and marketing efforts, including happy hour deals, new menu items and delivery orders directly through the company’s smartphone app. The chain has also had a free guacamole promotion that led to the chain’s best summer sales day in its history.

A print ad includes the headline, “The only ingredient that’s hard to pronounce at Chipotle is ‘Chipotle.’”

It also features the list of ingredients and pictures, including items such as cilantro, garlic and oregano as well as lime, gypsum and vegetable rennet.

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