Chipotle enlists Oscar winner Errol Morris for documentary-style ads

Chipotle Mexican Grill Inc.
said Monday that it has brought on documentarian Errol Morris to create digital and television ads that showcase the fast-casual chain’s operations over the past quarter century. Errol Morris was the director and producer of the Oscar-winning documentary “Fog of War.” The “Behind the Foil” spots will include scenes in Chipotle’s kitchens including prep routines, the company’s farming partners and its employees. On Monday from 8:30am to 10:30am PT, Chipotle will also broadcast its morning food preparations at the Woodbury Town Center in Irvine, Calif. on Facebook. Chipotle shares have skyrocketed more than 128% over the past year while the S&P 500 index
has gained 3.4% for the period.
See: Chipotle’s digital sales and marketing initiatives could finally put illness outbreaks in the past

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