• by Teresa Buyikian , 3 hours ago

Chipotle’s latest installment of its “Behind the Foil” campaign takes not just inspiration, but actual content, from prominent social creators outside the company.

The brand, working with agency Kids, tapped 100 content creators who shot footage inside 50 different Chipotle restaurants across the U.S., U.K. and Canada.

The creators, who collectively have more than 100 million followers, went “behind the line” during morning prep, working alongside employees to help grill chicken, slice vegetables and assist in other restaurant tasks. 

A continuation of the brand’s “Chipotle’s For Real” positioning, the result is a series of new spots, such as seen here, which show creators suiting up for work in Chipotle aprons and spending the day capturing what really goes on inside the restaurant. 

“Real today is defined by many voices, not just by what a brand says about itself,” says Chief Brand Officer Fernando Machado. “This is the first time in my career I’ve made a campaign without knowing exactly what the outcome would be. It takes a lot of trust to give up that control, but there’s power in leaving room for the unexpected. We gave 100 creators the freedom to capture what they found compelling and let their perspectives shape the work.”

The ads are comprised from 345 hours of content shot exclusively by the creators, with no brand-shot footage or scripts.

Chipotle enlisted creators with various specialties, not just food, including artists and animators.

The ads dropped Monday, with creators posting ads to their own feeds, as well as running across national broadcast, TikTok, Instagram Reels and YouTube Shorts.