Chipotle Taps 100 Influencers

Chipotle has launched a new advertising campaign featuring 100 creators who visited over 50 Chipotle locations across the U.S., U.K., and Canada. The campaign showcases the freshness of the brand's ingredients, particularly its new Pollo Asado and Chili Lime Chips, through a montage of creator content.

The creators, who include non-food creators, will share the content across a collective social audience that tops 100 million followers. This is the first national advertising push under new Chief Brand Officer Fernando Machado.

The campaign is part of Chipotle's 'Behind the Foil' platform, which aims to provide a behind-the-scenes look at the brand's food preparation. The creators captured over 300 hours of footage, which will be featured in 30- and 15-second spots.

Chipotle has reformulated its Pollo Asado and is rolling out Chili Lime Chips, marking the first time it has introduced two limited-time menu items simultaneously. The campaign's focus on freshness and transparency aligns with the brand's efforts to showcase the quality of its ingredients.

## Why it matters The campaign is significant as it marks a shift in Chipotle's marketing strategy, with a focus on creator content and social media. By partnering with a large group of creators, Chipotle aims to reach a wider audience and build brand awareness. The campaign's emphasis on freshness and transparency also reflects the brand's commitment to quality and customer trust.

The use of creator content in marketing is a growing trend, with many brands recognizing the value of social media influencers in reaching their target audience. Chipotle's decision to feature a diverse group of creators in its campaign reflects the brand's efforts to appeal to a broad range of customers and build a strong online presence.