Chipotle Mexican Grill has chosen Rokkan, a New York-based digital agency, for several digital marketing and brand awareness initiatives for 2011.

With nearly 1,100 restaurants, Chipotle's mission to serve "Food with Integrity" has become a bigger part of its marketing and is now the focus of most of the company's communication, from its advertising to the in-store packaging and corporate website.

Food with Integrity is Chipotle's commitment to find better ingredients from more sustainable sources for all of the food it serves, but many of its customers do not know the lengths Chipotle goes to make the best tasting food it can.

Rokkan will be working with Chipotle to develop its digital marketing and execution including online sales, customer service infrastructure, local store marketing strategy, and out-of store ordering through mobile and web on Chipotle.com.

"Digital media provides a powerful way for us to connect with our customers, develop our brand, and demonstrate the importance of where our food comes from and why that matters," says Mark Crumpacker, chief marketing officer for Chipotle. "Rokkan has a great understanding of our brand and where we are going and has demonstrated the ability to help us reach our customers in innovative ways."

"We couldn't be more thrilled to work with Chipotle," says John Noe, partner and CEO of Rokkan. "They're a brand that's reinvented the fast-food industry and pioneered an elevated awareness about the food we put in our bodies. And it's exciting for us to be able to partner with Chipotle at all levels – commerce, loyalty, and marketing."

Rokkan's other clients include 2K Games, Atlantis Resorts, Electronic Arts, Google, Nintendo, Stoli, and Virgin America.