Chipotle’s Bold New Ad Campaign Emphasizes Ingredient Transparency
Chipotle Mexican Grill has launched a new national TV ad titled “Choices” that vividly contrasts the chain’s commitment to fresh, all-natural ingredients with the frozen and processed fare of traditional fast food competitors. Debuting on January 25, the 15-second spot was developed by creative agency Venables Bell & Partners and aligns with Chipotle’s long-standing messaging around food quality and preparation.
The ad features visuals of Chipotle’s kitchen — sizzling chicken and fajita vegetables on the grill, ripe avocados being mashed into guacamole — juxtaposed against scenes of chicken nuggets in wire fryer baskets and burger patties on a conveyor belt. The soundtrack, “Choices” by rapper E-40, punctuates the contrasts with the lyrics “yup” and “nope,” matching the visuals to drive home the message.
Meeting Consumer Demand for Cleaner Eating
Stephanie Perdue, Chipotle’s interim Chief Marketing Officer, emphasized that while the campaign’s message is familiar, it resonates more than ever in today’s climate where consumers are increasingly scrutinizing what goes into their food.
“From a brand standpoint, it’s not a new message, but I think the trend right now, more than ever, is that consumers really care about what goes into their food,” Perdue told Marketing Dive. “Whether in the news, on social media, or in grocery stores, people care more than ever about artificial flavors, colors, and preservatives — and about how and where their food is made.”
This latest marketing push aligns with the broader “Make America Healthy Again” movement, which has pushed back against ultra-processed foods and chemical additives, prompting shifts across the food industry.
Competitive Tone Reflects Brand History
Chipotle is no stranger to bold, competitive marketing. In 2011, the brand made headlines with “Back to the Start,” an animated commercial taking aim at industrial food production. Since then, it has continued to highlight ingredient transparency, including campaigns during the Scripps National Spelling Bee that challenge kids to spell Chipotle’s ingredients versus those used by competitors.
“This ad is about making people think about what they’re eating and what we stand for,” Perdue said. “We use only 53 ingredients across our entire menu, and we’re transparent about each one. That’s something we’re proud of.”
Complementing a Broader Marketing Strategy
The “Choices” campaign is part of a larger, active marketing phase for Chipotle. In recent months, the brand has partnered with the PGA Tour and EA Sports College Football 26, and released new episodes of its “Unwrapped” video series featuring winter sports athletes.
“We’re also airing our high-protein menu campaign, positioning Chipotle as the go-to destination for clean protein,” Perdue stated. “This new ad complements that campaign by reinforcing our value proposition in a unique way.”
Rather than relying on traditional fast-food value offers like “four-for-four” deals, Chipotle is leveraging its high-protein menu and snack-sized entrees to communicate value through quality and nutrition. “There’s value in food that’s fresh and free of additives — that’s a message we want to keep pushing,” she added.
A New Era Under Interim CMO Stephanie Perdue
The “Choices” campaign is one of the first under Perdue, who stepped in as interim CMO following the departure of Chris Brandt, the company’s former Chief Brand Officer. Perdue, who joined Chipotle in 2018 and previously spent over 12 years at Taco Bell, is now steering the brand’s marketing direction.
“My goal is to continue telling breakthrough stories that highlight what makes Chipotle unique,” she said. “We’re doubling down on menu innovation and exploring different dining occasions. That’s a space we haven’t fully explored in recent years, and I’m excited about what’s to come.”
As Chipotle continues to evolve its marketing strategy, the brand remains committed to its core values — transparency, freshness, and ingredient integrity. With consumer preferences shifting toward healthier, less processed options, Chipotle’s latest campaign appears well-positioned to tap into growing demand for accountability in food production.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.