Chipotle Mexican Grill has launched ad and marketing efforts that aim at playing up its "Food with Integrity" message and differentiate its image from quickservice's mainstream. New commercials deconstruct typical quickservice ads and share details on the chain's efforts to source local and sustainable ingredients. Additionally, the company's founder, chairman and co-CEO, Steve Ells, also will appear as a judge on "America's Next Great Restaurant," a competition series that will air on NBC.

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