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In the latest attempt to woo back consumers, Chipotle Mexican Grill has enlisted the help of three relatively fresh-faced comedians to drive its first television campaign.
“As Real as It Gets” is now promoting the eatery's claim of being the only national restaurant brand without added colors, flavors or preservatives in its food, using only 51 ingredients on the entire menu.
The campaign features, “Workaholics” and “Curb Your Enthusiasm Star” Jillian Bell, stand-up comedian and “Saturday Night Live” writer John Mulaney, and actor/writer Sam Richardson.
Each comedian takes a turn inside a supersize burrito (which, when entered actually features a cozy living room with a fireplace, a piano and an oversized cuch) while Jeffrey Tambor speaks from overhead.
Bell stars in “Chipotle: As Real As It Gets – Husband” where things get awkward.
“Hey, Jillian. You’re inside a Chipotle burrito where everything is real so we want you to be real,” says the voiceover.
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Tambor quickly reminds Bell that she does not have a husband and the man she speaks of is actually a potential chiropractor.
Mulaney admits he is wearing a womens' sweater that he bought on sale during his turn inside of the burrito. In a separate video, Mulaney admits that he used to be terrified of crowds as a kid.
While trying to be real, Richardson admits he is an avid scrap booker and that when he gets nervous his socks get tight-- only to realize his socks were getting tighter and tigher while inside the giant burrito-room.
The campaign, which features 11 one-minute spots, is the first collaboration between Chipotle and its new creative agency, Venables Bell and Partners, according to Ad Week.
The fast casual chain is still trying to boost sales after the 2015 E.coli outbreak that affected stores across the country and saw plummeting sales for several months.
Although the videos are all about getting real in a culinary sense, not once are Chipotle’s food ingredients actually mentioned.