Chipotle Keeps It Real with Launch of Ad Campaign Focused on Real Ingredients
April 10 2017 - 11:20AM
Business Wire
“As Real as It Gets” Campaign to Use National Television to
Convey Brand’s Commitment to Using Only Real Ingredients in Their
Food
Chipotle Mexican Grill (NYSE: CMG) announced today the launch of
the “As Real as It Gets” advertising campaign created to support
the company’s commitment to using only real ingredients. The launch
of the campaign follows the recent announcement that Chipotle is
the only national restaurant brand without added colors, flavors or
preservatives – artificial or natural – in any of the ingredients
it uses to prepare its food (except for lemon and lime juice which
can be used as preservatives, though Chipotle uses them only for
taste).
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170410005857/en/
Actors and comedians “get real” inside a
Chipotle burrito as part of Chipotle’s new advertising campaign,
which conveys Chipotle’s commitment to using only real ingredients
in its food.(Photo: Business Wire)
The “As Real as It Gets” campaign includes a series of videos
with Sam Richardson, Jillian Bell and John Mulaney ‘getting real’
as they lounge inside a surprisingly spacious burrito voiced by
Jeffrey Tambor. The comedians get real by revealing their fears,
desires and secrets inside the burrito. The campaign also features
radio, outdoor, digital video and banners, and social advertising
that similarly conveys Chipotle’s commitment to being real.
“In a world full of fakery and half-truths, it’s invigorating to
hear a brand tell it like it is,” said Mark Crumpacker, chief
marketing and development officer for Chipotle. “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.”
Developed with Venables Bell & Partners (VB&P), “As Real
as It Gets” represents the company’s first use of national
broadcast television as a significant component of an advertising
campaign. Last year, Chipotle tested television advertising in some
markets, but this campaign represents a broader use of video across
broadcast, cable and digital. Examples of the ads from the campaign
can be seen at http://www.chipotle.com/realcampaign.
“We’re thrilled to help create the next chapter for this great
brand with a campaign that conveys Chipotle’s commitment to doing
the right thing and offering real, quality food,” said Will
McGinness, partner and executive creative director at Venables Bell
& Partners. “We set out to avoid all the conventions of fast
food advertising. Using humor and a commitment to telling it like
it is, we cut through the clutter of confusing claims, limited time
offers or farmers holding produce, and created a campaign that is
very true to who they are.”
Media planning and buying for the campaign was done by
MullenLowe MediaHub.
The release of the “As Real as it Gets” campaign supports
Chipotle’s commitment to using only real ingredients in its food.
The company recently announced that it had rolled out new tortillas
— used for their burritos, tacos and chips — that eliminated the
use of preservatives and dough conditioners leaving the brand with
only 51 real ingredients that are readily available at a farmer’s
market or grocery store. The milestone furthers the company’s
mission to ensure that better food, prepared from whole,
unprocessed ingredients is accessible to everyone.
Chipotle has championed quality ingredients and the use of
local, organically grown produce when practical, dairy from cows
raised in pasture, meats from animals raised without hormones or
non-therapeutic antibiotics, and the use of ingredients that have
not been genetically modified throughout the company’s tenure. To
highlight its entire ingredient list, the company released a new
section of its website dedicated to its ingredients at
http://www.chipotle.com/real.
Chipotle defines “national restaurant brand” as any restaurant
brand included in the Nation’s Restaurant News top 200 list (August
2016) having more than 100 total U.S. locations. The company’s
statements that it uses no added colors, flavors or preservatives
apply only to Chipotle branded restaurants operating within the
U.S., and only to the ingredients used to prepare food and not to
ingredients used in the beverages sold at Chipotle.
ABOUT CHIPOTLE
Steve Ells, founder, chairman and CEO, started Chipotle with the
idea that food served fast did not have to be a typical fast food
experience. Today, Chipotle continues to offer a focused menu of
burritos, tacos, burrito bowls, and salads made from fresh,
high-quality raw ingredients, prepared using classic cooking
methods and served in an interactive style allowing people to get
exactly what they want. Chipotle seeks out extraordinary
ingredients that are not only fresh, but that are raised
responsibly, with respect for the animals, land, and people who
produce them. Chipotle prepares its food using without the use of
added colors, flavors or preservative typically found in fast food.
Chipotle opened with a single restaurant in Denver in 1993 and now
operates more than 2,200 restaurants. For more information, visit
Chipotle.com.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170410005857/en/
ChipotleChris Arnold,
303-222-5912carnold@chipotle.com
Chipotle Mexican Grill (NYSE:CMG)
Historical Stock Chart
From Aug 2024 to Sep 2024
Chipotle Mexican Grill (NYSE:CMG)
Historical Stock Chart
From Sep 2023 to Sep 2024