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The unscripted push marks the fast-casual chain’s first major campaign under chief brand officer Fernando Machado.
by Will Russo August 31 2026
Chipotle turned 50 of its restaurant kitchens across the U.S., U.K. and Canada into unscripted sets for its latest campaign, giving 100 creators free rein to feature two limited-edition menu items.
It’s the brand’s first national campaign since appointing Fernando Machado as chief brand officer in June, as well as its first campaign with São Paulo agency Kids. To build the final spots, the team edited 345 hours of raw, creator-shot footage showcasing daily kitchen operations and food prep.
