| Synopsis | Building on the success of the “Behind the Foil” documentary-style TV spot series, Chipotle Mexican Grill and Venables Bell + Partners have just launched the third iteration of the campaign in collaboration with famed documentarian Errol Morris. The campaign’s newest installment takes viewers inside the restaurants to get up close and personal with team members for an honest and transparent take on what makes Chipotle different. Behind the Foil includes honest, unfiltered, and emotional testimonials from real team members across the country as they detail the impact Chipotle has had on their lives and provide a glimpse into daily preparation using real ingredients and classic culinary techniques, a key differentiator for Chipotle. The campaign puts transparency and authentic stories at the forefront without employing typical advertising tools like scripts or music. |