"Is Chipotle Evil? This Ad Campaign Says Absolutely"

"This morning, a new, controversial ad campaign hit the press. New Yorkers, en route to work, were likely the first to see it, because its inaugural imprint was in the New York Post, in the form of a full-page advertisement. And it isn't at all kind to Chipotle.

The ad, which features a flexing, overweight male, looking directly into the camera, smiling almost snidely, clearly mocks the notion that eating at Chipotle is a healthy life choice. "Eat two 'all natural' Chipotle burritos a week and you could gain 40 pounds in a year," the ad says, oozing with sarcasm. At the very top, large block letters read '' 'Chipotle' Healthy," in large block letters. This is what it looks like.

The link teased in oversize capital letters, chubbychipotle.com, leads to a single page Web site. Within it, Chipotle's slogan — "Food with integrity" — is altered to say "Food with hypocrisy." Its commitments to sustainability, antibiotic-free meat, and GMO-free food are also disparaged. Sofrito, the Web site quips at one point, is a word the chain "made up for tofu"—even though Chipotle's vegetarian option is actually called sofritas."

Roberto A. Ferdman reports for the Washington Post September 3, 2015.

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"Meet Rick Berman, A.K.A. "Dr. Evil"" (CBS 60 Minutes: 2/25/2007)