Chipotle is stepping up its recruitment game for the fall season with a fresh approach to its “Behind the Foil” television ads, as per a recent press release. The revamped commercials feature candid testimonials from current Chipotle team members, shedding light on the experience of working for the popular chain. To complement its television campaign, Chipotle plans to harness the power of social media, particularly targeting Gen Z with behind-the-scenes content.
Crafted by agency Venables Bell+Partners and documentary filmmaker Errol Morris, the new commercials aim to resonate with Chipotle’s predominantly youthful workforce, with the average employee age being 24 years old. As the chain gears up for its second busiest season, it remains committed to its goal of generating 7,000 new job opportunities this year, despite the challenges posed by the tight U.S. job market.
The commercials feature five Chipotle employees—Cheyenne, Christina, Ehan, Shawn, and Skye—sharing snippets of their experiences, from the secrets behind Chipotle’s guacamole to the concept of an “open kitchen” and how they describe the chain’s signature chicken. By showcasing authentic testimonials, Chipotle seeks to portray itself as approachable and appealing, especially to younger demographics who appreciate brands that embrace authenticity.
Chris Brandt, Chipotle’s chief brand officer, emphasized the significance of highlighting the stories of its restaurant team members, viewing it as a way to enhance visibility, relevance, and affection for the brand. In addition to television ads, Chipotle is leveraging social media platforms to engage with Gen Z audiences, recognizing their preference for social media over traditional search engines. By “pulling back the foil” on employee life and sharing insider tips, Chipotle aims to connect with potential hires and offer a glimpse into its vibrant workplace culture.
With research indicating that 40% of Gen Z favours social media for job searches, Chipotle’s strategic emphasis on platforms like TikTok aligns with the evolving world of tech.
