Chipotle's New Ad Campaign Highlights Sourcing, Quality Of Ingredients

Chipotle Mexican Grill Inc. said Thursday that it has launched a new ad campaign that spotlights ingredient sourcing and quality. Because the company's food is prepared with a short list of ingredients, it can pay close attention to each, Mark Crumpacker, chief creative and development officer for Chipotle, said in a statement. The new campaign includes an animated film, online, outdoor and radio advertising. During the company's latest conference call, Chief Executive Steve Ells said Chipotle had "invested more heavily than ever in marketing and promotional activity" during the first half of the year, according to a FactSet transcript. That includes new menu items like chorizo, the Chiptopia customer rewards program, and its largest-ever mobile offer. Chipotle has struggled after illness outbreaks linked to its restaurants were reported in 2015. Chipotle shares are up 0.6% in Thursday trading, but down 40.6% for the past year. The S&P 500 Index is up 15.3% for the last 12 months.