Chipotle Marketing Director Jim Adams said TDA, one of several agencies it had been working with on a project basis, got the nod as agency of record because of the quality of its earlier work for the fast-food Mexican chain. There was no review for the business, which last year totaled about $3.6 million, according to TNS Media Intelligence.
Mr. Adams said he expected spending to increase somewhat this year due to the chain's expanding sales.
Chipotle, which has been spun off from McDonald's Corp., also unveiled two movie-screen ads from TDA's creative team, which will air before previews at theaters close to Chipotle locations. One spot features familiar animated movie snacks -- a box of popcorn and a cold drink -- accompanied by a burrito. Mr. Adams said TDA had also recently submitted a "first pass" at new outdoor and print ads.
"They'd done work for us before, and they've been very easy to work with," Mr. Adams said. "Their learning curve with us is essentially nothing."
A phone call to the agency for comment wasn't immediately returned.