Observed Signal · Aug 31, 2026 · Partnership · Source: The Drum · Impact: 2/5 · Sentiment: Positive
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.
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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.
Connected Companies & Entities
2 Entities mapped“Not one frame of Chipotle’s new campaign was shot by the brand – a risk that its new chief brand officer is betting will pay off in the kind...”
“He comes to the brand with a reputation for audacious marketing, not least from his spell as global chief marketing officer for Burger King.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Chipotle Hires Fernando Machado as Chief Brand Officer
Chipotle has appointed Fernando Machado, the former chief marketing officer of Burger King, as its chief brand officer, effective June 1, 2026. Machado will lead brand strategy, positioning and customer engagement as Chipotle executes its 'Recipe for Growth' 2026 turnaround plan amid recent declines in same-store sales. He succeeds a role left vacant after Chris Brandt stepped down; Stephanie Perdue, who served as interim CMO, was promoted to senior vice president of brand marketing. Machado's background includes senior marketing roles at Restaurant Brands International, marketing leadership at Activision Blizzard, three years at foodtech company NotCo, a recent operating partner role at Garnett Station Partners, and 18 years at Unilever.
Chipotle Wins Ad Age Best Campaign Poll for October 2026
Ad Age readers have voted Chipotle's campaign as the best ad campaign of October 2026 in a reader poll. Nearly 30% of the participating readers chose Chipotle's campaign from a pool of 22 competing ads. The poll was conducted by Ad Age, a leading industry publication. Other contenders included campaigns from brands like Apple, Etsy, and Jeep, but Chipotle emerged as the clear winner. This recognition highlights the effectiveness and creative appeal of Chipotle's recent advertising efforts. The result was announced on November 6, 2026, marking the culmination of a month-long competition among notable creative campaigns.
Fernando Machado Urges Patience for Bold Marketing
Fernando Machado, the former CMO at Unilever and Burger King who joined Chipotle three weeks before this interview, argues that breakthrough creative work is built over years rather than delivered instantly. Citing campaigns such as Dove’s Real Beauty and Burger King’s Moldy Whopper, Machado says marketers must 'pave the way' with incremental evidence, operational changes and smaller wins to earn the right to propose risky ideas. He emphasizes internal selling skills: reduce perceived risk with prototypes, evidence and finished work, and bring the wider business along rather than blaming conservative executives. Machado frames bravery as accumulated confidence from repeated commercial success. The interview also notes his recent hire at Chipotle and an imminent family relocation from Miami to California.
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