Chipotle Gets “Real” in New Ads Focused on Fresh Ingredients

Chipotle Mexican Grill Inc.  has been relatively quiet lately on the marketing front as it deals with the fallout of a food-safety crisis.

Now, it’s turning the page. The the fast-casual restaurant chain is launching its biggest ad campaign ever in terms of spending within a quarter, as it looks to rehabilitate its image and turn it into a lifestyle brand like TOMS Shoes or Apple, said Chief Marketing Officer Chris Brandt, who joined the chain in April as part of a leadership overhaul.

A new ad campaign and tagline focuses on Chipotle’s commitment to non-processed ingredients. The ads feature close-ups of raw ingredients, like onion and avocado, with the new tagline “Chipotle, for Real,” emphasizing that the food is “real” versus...

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