Chipotle Launches “Friend or Faux” to Educate Consumers on Ingredients in Menu Items


DENVER — Chipotle Mexican Grill will launch “Friend or Faux,” an interactive digital experience that invites consumers to learn about the differences between Chipotle’s ingredients compared to those used to make fast food.

“There’s been a lot of talk recently about fast food companies removing artificial ingredients from their food, but most of these announcements cover only a portion of the thousands of additives used in processed foods,” explained Mark Crumpacker, chief creative and development officer, Chipotle. “Through ‘Friend or Faux,’ we are giving consumers an entertaining way to contrast the collective beauty of Chipotle’s food with the complex ingredient lists that make up many fast food and packaged food items.”

Through this campaign, Chipotle will showcase the limited number of ingredients it uses to make its food (just 68 ingredients in total), and compare that with the ingredient lists other fast food brands use.

As a reward, users who complete the ingredient comparison experience will receive a special buy-one-get-one mobile offer, as well as an entry into a national sweepstakes.

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