Brief:

• Chipotle created a second Instagram account, @ChipotleForReal, to support a marketing push that emphasizes the quality ingredients in its food. As the burrito chain seeks to work past several food safety incidents, the "For Real" campaign showcases Chipotle's 51 basic ingredients that consumers can recognize and pronounce, according to a company press release.
• The @ChipotleForReal Instagram account shows a short history of each ingredient used in the chain's food as part of its social media effort to educate consumers about Chipotle's values. The account went live on Sunday as the company rolled out ads on TV, out-of-home, digital and print channels, Adweek reported.
• The TV and digital spots also emphasize the handmade nature of Chipotle's food with several shots of how its workers prepare dishes, including real cooking in each location's kitchen. Agency Venables Bell & Partners helped to create the "For Real" campaign.

Insight:

Through the new campaign, Chipotle seeks to emphasize its quality ingredients and to provide greater transparency into how the company sources and prepares its food. By choosing Instagram for its second social media account, the company appears to be trying to reach an audience of young adults through the visually focused platform. Instagram has 43.3 million U.S. millennial users, making it the second-most popular social networking app among the cohort behind Facebook, per an eMarketer estimate. 

Millennials have shown a preference for healthy food in their restaurant choices, and Chipotle's failure to get ahead of food safety incidents has cast significant doubt on the company's dedication to such products. The "For Real" campaign is Chipotle's latest marketing effort since hiring Taco Bell veterans Brian Niccol and Chris Brandt as CEO and CMO, respectively.

Its previous social media efforts have not been without issue, however. Chipotle last month triggered complaints on Twitter and Instagram after a free guacamole promotion ran into technical problems on National Avocado Day. Many customers said Chipotle's website and mobile app crashed when they tried to place orders using the coupon code "AVOCADO." The chain extended the giveaway by a day to make up for the botched mobile campaign, but the damage to the brand's reputation had already been done.