Chipotle Mexican Grill Inc. (NYSE: CMG) tapped Oscar-winning director and documentarian Errol Morris for its latest campaign featuring documentary-style commercials taking consumers “Behind the Foil.”
The Newport Beach-based chain said it’s the most intimate look into the brand’s operations. The campaign, unveiled this month, comes more than three years after foodborne illness outbreaks gave its image a blow; a similar incident occurred last year.
The spot features testimonials by Chipotle employees about how the company has affected their lives, as well as behind-the-scene shots of how they prepare food every day. There’s also a look into its supply chain and how it works with farming partners.
“Behind the Foil” kicked off with a two-hour live feed on Facebook from its Woodbury Town Center restaurant location in Irvine, which livestreamed in Times Square, and unveiled the campaign during “The Today Show.”
Chief Marketing Officer Chris Brandt, who joined last year from Irvine-based Taco Bell Corp., said the campaign is another milestone as it commits to be a more culturally relevant brand.
“The campaign celebrates the heart of Chipotle, our dedicated employees and our supply partners who grow the real ingredients that make up the delicious food that our fans love,” Brandt said in a statement.
Venables Bell & Partners, which is based in San Francisco, created the content, as well as Chipotle’s “For Real” campaign in September that also materialized as a float for this year’s Tournament of Roses Parade in Pasadena.
Big Spender
Quick-service restaurants were serious about TV ad spending last month and Taco Bell rang up the largest bill—spending $64 million in January.
The fast food chain, known for its marketing stunts and over-the-top ads, ranked No. 1 out of the top 10 brands in TV advertising by spending. It beat McDonald’s and Domino’s, which ranked second and third at $52 million and $43 million, respectively.
Taco Bell’s most-run ad during January was its “Grande Fantasy,” according to data from analytics firm iSpot.tv.
The 30-second spot promotes its $1 Grande Burritos in a fantasy-like world featuring a woman entering a garden with flowers made of the brand’s hot sauce packets.
The most popular programs and networks chosen by the chain for airtime included ESPN’s NFL games, FOX’s NBA games, Comedy Central’s “South Park” show and ABC’s airing of the Rose Bowl, according to iSpot.tv.
Center Stage
Ad agencies will have their day in the spotlight next month during the American Advertising Federation of Orange County’s 36th annual awards ceremony known as the Addys.
This year’s theme plays up Southern California’s laid-back, surf culture with the title “ADLoha,” created by Huntington Beach-based Innocean USA.
Federation President Kyle Johnston said the annual event is “OC advertising’s premier creative awards gala.”
“We’re also really trying to bring back some Addy traditions that were lost over the years,” Johnston said. “For example, the Best in Show winner from the year prior always had the honor of designing the Call for Entries and therefore the theme for the following year’s event. Innocean USA won last year, so this year’s ADloha theme came from them and we’re really excited about it.”
The physical work of nominees will also be showcased compared to previous years, which displayed images on large screens.
Johnston, who took over as president of the federation last year, succeeding Rachel Svoboda, said it’s also recruited top-tier judges.
The latest judge to join is Mary Webb, executive vice president and executive creative director at Havas Edge, who created Progressive Insurance’s famous Flo character.
Other judges include David Lord, founder of creative agency Ampersand Ampersand & Ampersand, and ad veteran Greg Bokor, senior executive creative director at Vitro San Diego.
The Addys will take place at Paséa Hotel & Spa in Huntington Beach on March 21. Tickets are now on sale starting at $125 for general admission and up to $1,100 for a table of 10.
