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Chipotle wants the public to know it has moved on—and that thyme makes everything just a little more delicious.
The chain, which has spent the past three-plus years proving to investors it could overcome a food poisoning controversy, is moving away from fast food to position itself as a lifestyle brand with a new campaign called “For Real” that’s focused on its key differentiator: quality ingredients.
The multimedia campaign marks a sharp departure from the first effort from agency of record Venables Bell & Partners that launched in early 2017 and starred three comedians acting “as real as it gets” inside a very surreal burrito.
The TV spots at the heart of the new effort repeatedly offer lots of food-prep shots emphasizing the handmade nature of Chipotle’s offerings.
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