Chipotle allows consumers rare insight with new campaign

In light with the opening of Chipotle’s 2500th store opening, the fast-casual fresh-Mex chain unveiled the second part of their latest campaign, “For real.” The new addition to their transparency campaign is a series of documentary-style ads that provide “unfiltered and emotional testimonials” from employees about the impact Chipotle has had on their lives.

“Behind the Foil” debuts nationally on Monday and was filmed by Academy Award-winning documentarian Errol Morris. “Most people don’t know that we start prepping in our kitchens at 6 a.m. Today we’re going live to give you an unfiltered look at what happens every morning at Chipotle. No edits. No actors. Definitely no microwaves,” Chipotle posted on Facebook.

“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,” said Chris Brandt, Chief marketing officer of Chipotle.