Chipotle Tells Consumers: 'Make Your Own' Fare

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Chipotle Mexican Grill, looking to tout its wide variety of menu items and ingredients, has launched a fresh advertising campaign along with an interactive component called “My Chipotle.”

A multimedia blitz in nine major Chipotle regions is at the crux of the campaign, which also includes a microsite, Mychipotle.com, and an invitation for consumers to provide audio and video recordings of their own burrito creations.

According to Chipotle execs, the restaurant chain – which prides itself on serving “Food With Integrity” — offers 60,000-plus various food combinations on its menu.

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