Chipotle Mexican Grill has launched a brutally honest new advertising campaign that features cows, pigs and chickens telling the hard truth.
“She’s not coming back,” one cow moos.
“Those look fake,” says another.
“No one cares that your kid is an honor student,” a chicken cackles.
The ads play off the Denver- based company’s use of naturally raised pork, beef and chicken – “honest ingredients” – in its giant burritos.
Outdoor ads are running in 14 markets where Chipotle considers its brand well-established, including Denver, Washington and Cincinnati.
Print versions that add detail about Chipotle’s “food with integrity” philosophy will begin appearing in publications such as Denver’s Westword newspaper and 5280 magazine in August.
“We’re just poking a little fun at society,” said Jim Adams, Chipotle’s marketing director, who admits the ads may offend some. “There is no perfectly safe advertising. We prefer to be on the edgy side.”
The ads were developed by Boulder-based TDA Advertising & Design, which became the fast-casual chain’s agency of record in April. Locally, they can be seen on the sides of 245 Regional Transportation District buses and several 16th Street Mall shuttles.
The campaign will cost “a considerable amount,” said Adams, who declined to be specific.
Chipotle will continue to use ads that tout its giant foil- wrapped burritos in newer markets, such as Detroit and Raleigh, N.C., said Adams.
“That’s the best way to introduce Chipotle into the newer market, to show that burrito, because people like the big message and the value associated with it,” he said.
“They’ve made such incredible strides in their ingredients and how they deal with farmers. They really wanted to communicate that,” said Jonathan Schoenberg, creative director and partner at TDA. “The ads are really designed to start a conversation.”
Founded by chief executive Steve Ells in 1993, Chipotle has more than 500 restaurants nationwide. It went public in January.
Chipotle’s stock closed at $60.98 Monday, down 78 cents.
Staff writer Julie Dunn can be reached at 303-820-1592 or jdunn@denverpost.com.
