Chipotle Mexican Grill (NYSE: CMG) premiered its latest TV ad campaign during the live coverage of last Sunday’s pro football championship games.
Titled “Knowing Tastes Better,” the advertisements were directed by California native, David Gelb, creator of Netflix’s “Chef’s Table.”
The Newport Beach-based restaurant’s new commercials aim to illuminate the fresh cooking, real ingredients, and responsible sourcing of the food chain. Chipotle kitchens are put on display in the ads to show a closer look at the brand’s culinary techniques.
Chipotle said it’s “spent more than $400 million in food premiums to purchase ingredients that are responsibly sourced and humanely raised” over the last two years. The company announced more than 35 million pounds of locally grown produce was purchased in 2021 in support of local farmers.