Chipotle offers behind-the-scenes look at its kitchens in new campaign

Dive Brief:

Chipotle Mexican Grill launched a new campaign, "Behind the Foil," which offers consumers an up-close look into the company’s operations, according to a press release shared with Marketing Dive.
The campaign, created by Venables Bell and Partners, features digital and TV spots filmed by documentary film director Errol Morris that goes 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.
On Feb. 11, Chipotle broadcast live its morning food prep at the Woodbury Town Center restaurant in Irvine, California, on Facebook.

Dive Insight:

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 as well as 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.

By featuring farmers and giving consumers a behind-the-scenes look into its kitchens, the restaurant chain seems to be hoping to reconnect with millennials, who have been fans of the brand but have been seeking other dining options since the food safety issues started. Millennials, more so than other generations, also care more about where their food comes from and appreciate opportunities for exclusive glimpses into their favorite brands.

Including real employees who share stories about how Chipotle has impacted their lives could help the brand create deeper emotional connections with consumers. Papa John’s took a similar approach with its creative for “Voices of Papa John’s,” a campaign released following the departure of the company’s CEO over racist comments. The video featured a diverse group of the pizza chain’s franchisees and employees explaining why they value working with the company.

Chipotle has been ramping up its marketing lately to boost brand awareness and reach younger audiences. The company released a set of limited-edition scratch-and-sniff stickers last fall to celebrate 100 million views of its digital Giphy stickers. Chipotle also partnered with Turner in October on a linear TV ad deal for its "For Real" campaign that will be optimized and targeted across Turner’s networks, with a guarantee based on a sales lift from viewers exposed to the ads.