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In the second “meta” fast-food campaign to launch this week, Chipotle Mexican Grill is running ads explaining why it isn’t running the usual fast-food ads.
The campaign, executed in-house, calls attention to the lack of stereotypical images the ads themselves contain.
“We wanted to have farmers in our ads, but what sells are big burritos, not lessons in farming,” reads one banner ad. Meanwhile, a radio ad explains that “we skip conventions of fast-food radio because we skip conventions of fast food.”
The
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