Building Brand Loyalty Through Local Storytelling and Cultural Relevancy

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.

Media Relations & Influencer Marketing
Presentation Coaching & Media Training
Integrated Marketing Communications
Communications Strategy & Planning
Multi-Unit Restaurants
2020 Gold Pick Award


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:

  • Pitch interviews with the eight hand-selected employees featured in the ads to their hometown media, highlighting the employees’ local roots and allowing residents to learn more about Chipotle employees’ filming experience, what Chipotle means to them and Chipotle’s commitment to real ingredients and techniques. Provide media training to employees in advance of interviews, to ensure inclusion of key campaign messaging.
  • Offer local broadcast stations in eight key Chipotle markets the opportunity to go behind-the-line — a first for Chipotle — to experience the ads in person and get a closer look at how Chipotle preps its ingredients daily, a key differentiator for Chipotle.
  • Partner with social media influencers in six additional priority markets to share the ads and real ingredient messaging. Give influencers free entrée cards as a thank you and relationship-building gesture, along with posting guidelines and key messages.


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:

  • 18 employee features in 5 hometown markets
  • 7 behind-the-scenes broadcast stories in 4 markets
  • 8 influencer social media posts in 5 markets

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