Advertising with 
integrity at Chipotle

Advertising with 
integrity at Chipotle

Earlier this year, Chipotle Mexican Grill showed its short film “Back to the Start” during the Grammy Awards telecast, and the company estimated it generated 150 million media impressions — akin to a Super Bowl ad.

That’s if you include the 40 million viewers who watched the awards show, and the social media blaze that followed as the video was “liked,” tweeted and shared for days.

The two-minute film has no spoken words, simply Willie Nelson singing a Coldplay song. But it illustrates Chipotle’s commitment to sustainable farming methods and, by extension, the fast-casual chain’s efforts to serve only naturally raised meats.

But can Chipotle substantiate that advertising claim?

Actually, yes, said the National Advertising Division, or NAD, the investigative arm of an advertising industry self-regulatory council administered by the Council of Better Business Bureaus. NAD routinely monitors such spots to hold advertisers accountable for any claims made.

Sure, it’s self-policing. But when NAD finds a problem, it often refers it to the Federal Trade Commission, the government agency with teeth.

Sustainability is a particularly tricky area, said Linda Bean, director of communications for the Advertising Self-Regulation Council, which oversees NAD.

While a growing number of advertisers are making various “green” marketing claims, it’s not so common that they are routinely challenged by competitors.

In this case, NAD’s decision to seek validation from Chipotle was not prompted by any complaint. It was more of a routine monitoring case, said Bean. Chipotle argued that no advertising claim at all is made in the film; the brand isn’t even mentioned until its website is shown at the end.

Still, NAD contended, consumers are given the impression that Chipotle only serves meat raised naturally on family farms. So, after conducting an investigation that included a look at financial and purchasing records, NAD came out with its review last month. The conclusion: Chipotle does, in fact, serve 100 percent naturally raised meat.

However, Chipotle may not have served naturally raised meat in all stores when the film first came out in September of last year. And NAD cautioned that future shortages of sustainable ingredients could pose a problem.

Chipotle’s shift to better ingredients has been a process over the past decade. The chain has been open about the transition as it gradually increased its use of natural meat, organic and local produce, and dairy from cows that haven’t been treated with growth hormones or are pasture raised.

Supply hasn’t always been available to support the 1,262-unit chain’s demand, so at times the restaurants would supplement with conventionally raised meats. When that happens, Chipotle posts signs in units letting customers know.

Still, transparency is key. Chipotle’s “Food With Integrity” emphasis has clearly resonated with guests, and the chain is breaking new ground in its demand for better ingredients.

As others follow in Chipotle’s footsteps and attempt to trade on similar messages about food sourcing, let’s hope all feet will be held equally to the fire.

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Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout.