(Franchise Buy) - By . Updated Mar 2, 2011

Chipotle Wraps Burritos In Gold

(Wednesday, March 02, 2011) - To celebrate the 18th anniversary of its focus on using high quality ingredients, Chipotle Mexican Grill is wrapping its burritos in gold.

As the hallmark of the campaign, between March 1 and June 30, Chipotle will wrap 36 million of its burritos in gold foil to inspire conversation about its Food With Integrity mantra within its restaurants.

In addition to in-store components, the campaign will include outdoor advertising featuring the gold foil-wrapped burrito and a tongue-in-cheek 'Unlimited Time Only' slogan, a fully-loaded online contest encouraging people to wrap things that they love in gold foil, a traditional, low-tech in-store newspaper created and distributed by Chipotle explaining the FWI platform and how it translates to the consumer's experience in the restaurant, and radio advertising with Pandora and other national outlets hitting Chipotle's target markets.