Errol Morris Takes Viewers ‘Behind the Foil’ at Chipotle [Video]

Chris Brandt, who took over as CMO for the brand last March, explains that “Behind The Foil” grew out of the observation that “the inside of a Chipotle looks much more like a farmer’s market than it does any other restaurant.”

The brand took that transparency to an extreme with a livestream on Facebook of the morning prep at one of its California locations. The livestream also ran on a billboard in Times Square.

“We’re showing what the back of the house every day at Chipotle looks like,” he explained. “We’re about the real ingredients and real cooking techniques.”

The heart of the campaign, though, is a series of documentary-style ads running on broadcast and digital shot by filmmaker Errol Morris.

“I’ve seen firsthand the real ingredients and culinary skills that Chipotle employees possess, and I’m officially a believer,” Morris said in a …