Chipotle Mexican Grill is leaning on social media influencers in its recent ad campaign called Behind the Foil, the first led by new chief brand officer Fernando Machado who joined in April.
The fast-food chain allowed 100 online content creators into over 50 restaurants to film morning prep behind the counter alongside existing employees, shot by the influencers themselves.
“This is the first time in my career I’ve made a campaign without knowing exactly what the outcome would be,” Machado said in a statement.
The latest promotion is also the result of Chipotle’s newest partnership with agency KIDS.
“The goal was to preserve what made each creator’s footage distinctive, rather than make it conform to the conventions of a traditional commercial,” KIDS Founder and Chief Creative Officer Icaro Doria said.
