Remember that E. coli outbreak at Chipotle last year? Well, the company is still trying to bounce back from it.
"In 2015, we failed to live up to our own food safety standards, and in so doing, we let our customers down," Chipotle CEO Steve Ells said.
The latest redemption effort comes in the form of a video featuring Chipotle's founder and CEO. And all he talks about is food safety.
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"Our suppliers have implemented additional proven steps that eliminate or dramatically reduce food safety risks before ingredients ever reach Chipotle," Ellis said.
Prior to this, Chipotle gave away free burritos, started a rewards program and gave students free drinks after classes in an effort to boost sales.
Shares have reportedly fallen 45 percent in the last year after the norovirus and E. coli outbreaks — and those prices aren't making a comeback.
But hey, maybe this ad campaign will finally be the thing to turn the tide.