Chipotle is going big on creators to promote its new menu items. For their latest campaign, they recruited 100 creators to create a montage of what goes into making their new Pollo Asado and Chili Lime Chips. The creators are putting their own spin on it, from showing the burrito building process through claymation to making custom Chipotle ceramics. But no matter the format, the message remains the same: Chipotle’s ingredients are fresh. The 30- and 15-second spots will be part of a national TV campaign and shared across the creators’ own channels, giving the brand access to a combined social audience of more than 100M followers. And the campaign builds on Chipotle’s “Behind the Foil” platform, which focuses on transparency and real ingredients, making it a pretty fitting strategy as Gen Z continues to care about what’s actually in the foods they eat. (Marketing Dive)
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