NEW YORK — Chipotle is making another push to convince people that its food won’t make them sick, with plans to run more newspaper and digital ads outlining the safety steps it has taken since last year’s E. coli outbreak.

The ads beginning today will be an open letter from co-CEO Steve Ells, who also recorded a video that will be promoted online. The move underscores the Denver-based company’s struggle to rebound from a series of food scares and extinguish any doubts that its burritos and bowls are safe to eat.

“There are definitely folks out there who aren’t entirely sure,” said Mark Crumpacker, who heads Chipotle’s marketing. He said those with lingering worries are preventing other sales too, since they can “veto” going to Chipotle in group outings.

More challenging will be winning back people who know the food is safe, but have started going to “places like McDonald’s” or what Crumpacker called “knockoff” Chipotles.

To boost sales, the company has so far tried giving away coupons for millions of free entrees, introduced chorizo as a topping, started a summer loyalty program and offered free drinks to students in September. In the April-to-June quarter, sales at established Chipotle locations were still down 24 percent.

This isn’t the first time Chipotle has said it’s sorry and stressed its commitment to food safety. At the end of last year, it ran a similar open letter in newspapers that apologized for making people ill. Despite these kinds of actions, co-CEO Monty Moran noted the persistent effect of the intense media spotlight on the food scares, which included a norovirus outbreak in Boston.