Chipotle launches a new TV campaign contrasting its fresh ingredients with factory-made fast food, reinforcing its long-running message of real, simple food.
Chipotle has unveiled a new national television campaign that sharply contrasts its freshly prepared ingredients with the factory-produced food served by many fast-food rivals.
The 15-second ad, titled “Choices,” debuted on Jan. 25 and will run across multiple video platforms. Created by the agency Venables Bell & Partners, the spot highlights Chipotle’s daily food preparation—grilled chicken, sizzling fajita vegetables, and freshly smashed avocados—alongside images of frozen burger patties and chicken nuggets being dropped into industrial fryers.
Set to the beat of rapper E-40’s song “Choices,” the visuals switch in rhythm with the lyrics “yup” and “nope,” underscoring the brand’s message that consumers have a clear choice between real food and heavily processed alternatives.
The campaign continues Chipotle’s long-standing emphasis on transparency and simple ingredients, a theme that executives say is resonating more strongly as public scrutiny of ultraprocessed foods intensifies.
“From a brand standpoint, it’s not a new message,” said Stephanie Perdue, Chipotle’s interim chief marketing officer. “But right now, more than ever, consumers really care about what goes into their food. People want to know if there are artificial flavors, colors, or preservatives—where food comes from and how it’s made.”
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A Familiar, Competitive Tone
While the ad does not name specific competitors, its implication is clear. And the approach fits a pattern for Chipotle, which has frequently positioned itself in opposition to industrialized fast food.
In 2011, the chain made waves with its animated short “Back to the Start,” which criticized factory farming and mass food production. The company has also used playful stunts around the Scripps National Spelling Bee, asking contestants to spell out Chipotle ingredients alongside more complex additives used elsewhere.
“This ad definitely makes you think about the food that you eat and our values,” Perdue said. “We care about using 53 real ingredients and being transparent about that. Chicken fingers, chicken nuggets—where do those come from?”
Part of a Broader Marketing Push
“Choices” arrives during an active period for Chipotle’s marketing team. The company has recently struck partnerships with the PGA Tour and the video game EA Sports College Football 26, and has released new installments of its “Unwrapped” content series featuring winter-sports athletes.
Last month, Chipotle also rolled out a high-protein menu and snack options aimed at health-conscious consumers.
“We’re on air now reinforcing Chipotle as a place for clean protein,” Perdue said. “This ad is almost like a second chapter to that story. It’s complementary to that campaign.”
The protein-focused offerings have allowed Chipotle to promote value without resorting to steep discounts, a tactic many fast-food chains have leaned on as inflation pressures consumers.
“Chipotle thinks about value differently than just price,” Perdue said. “There’s value in eating fresh food, in food that’s not hiding additives or preservatives. This is another way to talk about value that isn’t defined solely by cost.”
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A New Marketing Chapter
The campaign is among the first to launch under Perdue, who was named interim CMO this month following the departure of longtime chief brand officer Chris Brandt. Perdue, previously Chipotle’s vice president of brand marketing, joined the company in 2018 after more than a decade at Taco Bell.
“What I’m looking to do in the CMO role is continue to tell a breakthrough story about Chipotle and accelerate innovation,” she said. “This year you’re going to see us double down on menu innovation and different occasions. That’s really exciting—and a place we haven’t been for the past several years.”
For Chipotle, the message remains consistent: in a fast-food landscape dominated by convenience and processed ingredients, fresh and simple still stand out.
