Chipotle released a new nationwide TV commercial titled “Choices” on January 25, featuring a fresh twist.
While the Mexican eatery is classified as a fast-casual restaurant, what makes this campaign stand out is that it avoids mainstream quick-service marketing and instead focuses on providing a clear contrast between its brand and traditional fast-food eateries.
Framing Itself As a Healthier Choice
The 15-second advertisement showcases “nope” scenes presenting frozen chicken nuggets being fried and pre-formed patties being processed in a factory. In between, it flashes to “yep” scenes showing Chipotle workers prepping veggies, fresh meat, and their infamous house-made guacamole.
The commercial ends with a double entendre, “The difference is real,” with a literal meaning that Chipotle’s food is real, while also signifying a comparative difference from the “fake” food at fast-food restaurants to Chipotle’s genuine ingredients.
Capitalizing on Market Trends
By positioning itself as a healthier brand compared to other quick-serve restaurants in its new campaign, Chipotle is able to align with what today’s consumers are gravitating towards.
With greater health awareness, a shift towards preventative wellness, and healthier eating trends hitting social media, Americans’ preferences are changing.
The Make America Healthy Again movement, too, is having an impact on how people view food. The movement demands a greater level of transparency in what consumers’ food contains and how it’s prepared, which has led consumers to draw away from heavily-processed foods.
Add in the fact that most fast-food eateries cost the same or even more than healthier establishments these days, many people today are reevaluating where they put their money.
With Chipotle offering both fast service and healthier ingredients, they’re able to offer lifestyle convenience for busy Americans, minus the guilt, offering a win-win.
The “Choices” Campaign vs Old Chipotle Campaigns
Chipotle has always been known to advertise itself as a fresh and healthy brand. Older campaigns have had a heavy focus on sustainable food products and real ingredients, leaning heavily on storytelling and long-form content to advertise their brand.
The “Choices” campaign, however, is different. It’s more fast-paced with a greater emphasis on ingredient transparency while simultaneously tapping into current consumer trends. The tone is also different, inclining towards a more direct, straightforward, and bold anti-fast-food message.
The latter changes were necessary as they help Chipotle align with today’s consumer behavior, modernize its brand to a short-attention-span audience, and compete in a crowded market.
According to Chipotle’s new CMO, Stephanie Perdue, “From a brand standpoint, it’s not a new message, but I think the trend right now, more than ever, is that consumers really care about what goes into their food.”
The eatery’s tone and content shift, while still adhering to its original brand message, ensure it’s able to best attract new customers without detracting loyal fans in the process. This is a smart move that other businesses can consider adopting without alienating their core audience.
Creating Campaigns That Resonate with Consumers
For a campaign to be successful, it’s crucial to connect well with consumers. Not only does this help build emotional engagement, but it can also drive recall and have a strong influence on purchase decisions.Want to ensure your brand’s latest campaign resonates with your target audience like Chipotle’s “Choices” campaign? Avenue Z can help create high-ranking content across search and social media channels.
Get in touch today for a powerful marketing strategy curated specifically for your brand.
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