Chipotle Mexican Grill has had its share of PR issues lately, not the least being a series of food contamination incidents. Now the restaurant chain has released a new 4-minute promotional video that MediaPost reports marks a return to the company’s “pre-crisis brand messaging about the superiority of its fresh, natural ingredients over typical fast-food fare.”
You can watch the clip below.
But Chipotle’s woes do not appear to be going away quietly. The company has just waded into a new wave of negative publicity after its chief marketing executive was arrested this week.
“Mark Crumpacker, who joined Chipotle in January 2009 as the company’s first chief marketing officer and now holds the title chief creative and development officer, was arraigned in Manhattan on July 5, charged on seven counts of cocaine possession,” MediaPost reports. “He was put on administrative leave last week, following a media report that he had been among 18 people indicted by the Manhattan District Attorney’s office for alleged illegal drug buys.”
The new PR video, which the company says was in development before the contamination incidents first surfaced in August 2015, was posted the same day Crumpacker was arraigned, July 5, and hits movie theaters today. Here it is …