Chipotle refocuses message on food safety

New campaign aims to position chain as leader in foodborne illness prevention

Chipotle Mexican Grill Inc. launched a marketing effort Wednesday outlining the scope of its food-safety improvements, with the goal of convincing consumers the chain’s food is safe to eat.

In a video on the Denver-based chain’s website and in full-page ads in several newspapers, Chipotle founder, chairman and co-CEO Steve Ells described eight ways the chain has boosted food-safety protocols.