Observed Signal · Aug 31, 2026 · Partnership · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Influencer Marketing Market: Chipotle Launches Unscripted Creator Campaign Via Agency Kids
Chipotle has launched a new iteration of its 'Behind the Foil' campaign, granting 100 creators complete creative control in its kitchens with no scripts, storyboards, or brand oversight. The creators filmed themselves working across 50 restaurants in the US, Canada, and London. This campaign represents the first major launch under Chipotle's Chief Brand Officer, Fernando Machado, and is the debut work from the brand's newly appointed creative agency partner, Kids. Content from the creators will be shared across their channels—reaching a combined audience of over 100 million followers—and compiled into national television advertisements.
Demonstrates a shift in major brand advertising strategies toward handing over total creative control to unscripted creators, highlighting the evolving dynamics of influencer and creator marketing.
Key Takeaways & Evidence Grounding
- Chipotle launched an unscripted campaign featuring 100 creators filming inside 50+ restaurants.
- The campaign is the first major national launch under Chief Brand Officer Fernando Machado since he joined the company.
- The project marks the first campaign delivered by Chipotle's new creative agency partner, Kids.
- Creators received full creative freedom with no brand-provided scripts or storyboards.
- The campaign content will be distributed via creators' social channels to over 100 million combined followers and on national TV.
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