Building on the success of the “Behind the Foil” documentary-style TV spot series, Chipotle Mexican Grill and Venables Bell + Partners have just launched the third iteration of the campaign in collaboration with famed documentarian Errol Morris. The campaign’s newest installment takes viewers inside the restaurants to get up close and personal with team members for an honest and transparent take on what makes Chipotle different.
Behind the Foil includes honest, unfiltered, and emotional testimonials from real team members across the country as they detail the impact Chipotle has had on their lives and provide a glimpse into daily preparation using real ingredients and classic culinary techniques, a key differentiator for Chipotle. The campaign puts transparency and authentic stories at the forefront without employing typical advertising tools like scripts or music.
“Behind the Foil celebrates the heart of Chipotle — our team,” said Chris Brandt, Chief Brand Officer. "There is no better way to make Chipotle more visible, relevant, and loved than to feature our talented restaurant team members preparing our craveable, real food while sharing their authentic stories."
The campaign features five new television spots featuring Chipotle employees Cheyenne, Christina, Ehan, Shawn, and Skye.
These launch as Chipotle ramps up its hiring efforts. With fall being the start of the Company’s second busiest season and over 250 new restaurant openings this year, Chipotle is staffing up nationwide to achieve its aggressive short and long-term growth goals. The organization aims to create over 7,000 new jobs by the end of this year despite overall U.S. job openings falling to the lowest level since April 2021. With the average age of Chipotle’s restaurant employees being 24 years old and with 40% of Gen Z preferring to search on social media compared to traditional search engines, Chipotle has turned to social media for its latest hiring campaign.
