Reality check

Reality check

Marketing focused on ingredient authenticity pays off for national brands

Chipotle Mexican Grill’s “Food with Integrity” campaign revolves around its sustainable sourcing of honest-to-goodness ingredients, but the fast-casual burrito brand isn’t above telling one little white lie.

In some print creative and 
radio spots, Chipotle mentions “our ad agency” as a firm the chain purposefully ignores because it suggests boring advertising typical of restaurant marketing. But the agency is a straw man; Chipotle created the camp

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