Chipotle Mexican Grill is a fast-casual restaurant brand cultivating a better world by serving responsibly-sourced, classically-cooked, real food with wholesome ingredients and without artificial colors, flavors or preservatives. With its documentary-style “Behind the Foil” TV and digital campaign, the brand aimed to become more culturally relevant and build a more loyal customer base. The campaign “pulled back the foil” by showcasing behind-the-scenes footage of Chipotle kitchens, equipment and prep routines and featured Chipotle’s farming partners and eight emotional testimonials from employees across the country.
Linhart PR was tasked with leveraging the ad campaign in key markets across the country to generate local news of Chipotle’s commitment to real ingredients and cooking techniques, ultimately building a more loyal fan base through its transparency.
Linhart PR developed and executed the following approach to drive local results for the “Behind the Foil” TV and digital campaign:
Through pitching the “Behind the Foil” campaign, Linhart PR secured 33 news placements about Chipotle’s real food and cooking techniques, generating 2.8 million impressions. Specifically: