“As Real As It Gets” campaign is the chain’s first national campaign
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Chipotle Mexican Grill Inc. is turning to humor in its bid to win back customers lost over the past 18 months.
The Denver-based burrito chain on Monday revealed its first national television campaign in years, “As Real As It Gets,” with videos featuring comedians “getting real” in a lounge inside a giant burrito.
The ads feature Sam Richardson, Jillian Bell and John Mulaney sharing their fears, desires and secrets inside the burrito. The campaign, developed by Venables Bell & Partners, also features radio, outdoor, digital video and banners, along with social advertising.
“In a world full of fakery and half-truths, it’s invigorating to hear a brand tell it like it is,” Mark Crumpacker, chief marketing and development officer for Chipotle, s...
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