Chipotle has always stood for real ingredients and proper culinary techniques to make the fast food brand stand out. A new national US TVC by Venables Bell & Partners doubles down on its point of difference with side-by-side visuals. The message is simple, bluntly comparative and direct.
Choices takes viewers into Chipotle’s daily prep, where team members are chopping fresh produce, hand-mashing avocados, and grilling chicken and fajita veggies fresh every day, and sets those scenes against visuals of frozen, fried and processed meats.
The TVC will run across video channels.
“In an environment where consumers are more discerning than ever about the ingredients in their food, ‘Choices’ visually communicates Chipotle’s value — real ingredients without any artificial colours, flavours or preservatives in a fun and engaging way,” stated Stephanie Perdue, Interim chief marketing officer, Chipotle.
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