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51 real ingredients. 
51 real writeups.
By 1 real copywriter.
Me.
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In 2017, Chipotle removed preservatives from its tortillas and became the only national restaurant brand that prepares food without added flavors, ​colors, and preservatives—making all of its 51 ingredients AS REAL AS IT GETS (get it?).

​Chipotle announced it to the world with an ad campaign that laddered up to a website containing everything you wanted (and didn’t know you wanted) to know about each ingredient. It was quite the nerdy task but somebody had to do it. 

​And that somebody was me.
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Go here to see the website in all its glory. Or you can scroll down for my faves.
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PRESS
https://www.eater.com/2017/3/28/15071988/chipotle-new-tortilla
https://www.thrillist.com/news/nation/chipotle-burritos-tortillas-preservative-free
http://adage.com/article/cmo-strategy/chipotle-comedy-show-real/308580/
  
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I TOOK PAGES OF RESEARCH & SPREADSHEETS
& DISTILLED THEM INTO THE MOST IMPORTANT STUFF.

​LIKE FACTS ABOUT SCIENCE...
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AND AGRICULTURE...



​BUT MY FAVORITE WAS THE "WAIT. THERE'S MORE." SECTION, BECAUSE, WELL...

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I JUST HAD FUN WITH IT. 



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Role: Project Lead, Copywriter
Illustrator: Dakyung Lee
Culinary Experts: Josh Brau, Jaimi St. John

Designers: Dakyung Lee, Heejin Suh & Michael Talese
Creative Directors: Anna Tou, Mark Crumpacker
Brand Voice Lead: ​William Espey












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