In an effort to connect more intimately with customers, the popular fast-casual Mexican restaurant Chipotle launched a new campaign, ‘Behind the Foil’ Feb. 11.
The purpose of the campaign as stated by the Newport Beach, California-based company is to offer a more transparent look into the companies behind-the-scenes operations. With this campaign, the company promises a “documentary-style” look into the 25-year history. The campaign will be shot by famous documentarian Errol Morris, director of films such as “The Thin Blue Line,” (1988), and “Standard Operating Procedure,” (2008). Morris filmed several critically-acclaimed documentaries in the 80s that helped “inspire a rebirth of non-fiction film.”
“I’ve seen firsthand the real ingredients and culinary skills that Chipotle employees possess and I’m officially a believer,” Morris said.
The films shot by Morris will “pull back the foil” on Chipotle’s operating methods and standards, including behind-the-scenes looks at the brand’s kitchen and prep routines, employees and partners.
“The campaign content, created by Venables Bell and Partners, provides unfiltered and emotional testimonials from Chipotle team members about the impact Chipotle has had on their lives, as well as a glimpse into the daily preparation of Chipotle’s fresh ingredients,” said Chipolte in a statement. “Also featured are Chipotle’s farming partners, providing a transparent look at how they harvest and supply the brand’s real ingredients.”
The company stated that to further illustrate its commitment to transparency, Chipotle broadcasted its morning food prep live from the Woodbury Town Center restaurant in Irvine, California Feb. 11 from 11:30 a.m. to 1:30 p.m.(EST) on its Facebook page, so anyone can tune-in and go ‘behind the line’ to better understand how Chipotle sources and prepares all its real ingredients each day.
“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. “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.”
According to AdAge, Chipotle started off 2019 “fresh with a strong quarterly report and the opening of its 2,500th restaurant,” stating that the company is trying to keep “renewed momentum going by reminding people how it prepares its food.” Chipotle states it’s the only restaurant of its size that owns and operates all of its restaurants and has more than 70,000 employees.
“Chipotle is committed to making its food more accessible to everyone while continuing to be a brand with a demonstrated purpose as it leads the way in digital, technology and sustainable business practices,” the company stated in a release.
AdAge stated that foodborne illness outbreaks in 2015 prompted Chipotle to take a look into its food preparation techniques with a major overhaul and new leadership.
“What really sets Chipotle apart is the high standards we’re held to when preparing and serving our food,” said Bre Peterson, Chipotle employee from Massillon, Ohio who also appears in the new campaign. “I’m truly proud of the food we make every day and I’ve learned so much about cooking and food preparation during my time with Chipotle.”