• by Teresa Buyikian , Yesterday

Chipotle’s latest ad effort puts the focus on its fresh ingredients and IRL prep versus competing chains’ processed food and practices. 

“Choices,” seen here, does a compare/contrast with side by side visuals of Chipotle’s preparation methods and ingredients to those at other chains. A voiceover says, “nope” over video of a fast food worker dumping frozen nuggets into a deep fryer, changing to “yep” over scenes of Chipotle’s fresh peppers and chicken on the grill. The spot goes on to “nope” frozen burgers coming off a factory assembly line, “and yep” to hand-prepared guacamole and other fresh ingredients.

“Our ‘Choices’ ad arrives at a moment when consumer expectations around food quality and transparency have never been higher,” Chipotle’s interim CMO Stephanie Perdue told Marketing Daily. “Today’s audiences, especially online and social-native guests, are increasingly vocal about what goes into their meals: thoughtful preparation and the absence of artificial flavors and preservatives matter to them… ‘Choices’ makes that distinction clear by contrasting Chipotle’s fresh preparation with category shortcuts, reinforcing our core positioning around real ingredients prepared with real culinary techniques.”

Created with Venables Bell & Partners, the national spot runs across video channels and online.

Separately, Chicken al Pastor returns to the Chipotle menu after three years away,  beginning Feb. 10. The limited-time protein is available in U.S., Canada, U.K., France and Germany.

Chipotle Rewards members get early access and are able to order Chicken al Pastor on “Fan Day,” Feb. 9^th. Beginning Feb. 14 though Feb. 28, the brand is offering a free delivery on all Chicken al Pastor orders placed through the Chipotle app and online.

According to the brand, there were twice as many requests to bring back Chicken al Pastor on social media than for any other limited -ime offering in Chipotle’s history.