Chipotle Mexican Grill has debuted "Unfolded," an animated short film highlighting its commitment to sustainable farming.
The spot, which first aired as an ad within Roblox, underscores the importance of supporting the farming community responsible for growing real ingredients used in Chipotle restaurants.
This makes Chipotle the first restaurant brand to launch a national TV commercial in the metaverse.
It also features a special rendition of "She's a Rainbow" by Grammy-nominated artist Halsey.
Chipotle Chief Brand Officer Chris Brandt emphasized the company's long-term commitment to sustainable agriculture in a press release:
"How we grow our food is how we grow our future. As a brand dedicated to agriculture that is good for both people and the planet, Chipotle is always exploring opportunities to advance the industry and support farmers."
"These impactful projects, headed by some of the brightest minds in ag innovation, create optimism for widespread adoption of sustainable agriculture and the future of real food."
Chipotle blends experiential marketing with star power, using Roblox to engage digital audiences while Halsey's cover adds a cultural element to its sustainability message.
This mix of interactive and influencer-driven storytelling keeps the brand fresh, relevant, and more deeply connected to its fans.
Transforming Agriculture
As part of its larger pledge to invest $5 million in young farmers by 2025, Chipotle is also donating $2 million to support agricultural programs at four different universities:
- The Ohio State University's agrivoltaics pilot program, which integrates solar panels with crop production
- Cal State Monterey Bay's state-of-the-art greenhouse research facility
- Colorado State University's Future of Farming Fund designed to introduce K-12 students to careers in agriculture
- The University of Florida's graduate research grants focused on sustainable farming innovations
These donations stem from Chipotle's initiative to contribute 5% of profits from its sales of Tractor Beverages to support farmers.
Through March 31, U.S. customers can round up their total on the Chipotle app or website to support the Chipotle Cultivate Foundation.
The foundation funds scholarships for students studying sustainable food and agriculture.
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"Unfolded," created with advertising agency Venables Bell & Partners, takes viewers on a journey through an animated paper world, visually representing the transition from industrial farming to sustainable, diverse farmland.
The story follows a Chipotle bag unfolding into a landscape where crops grow organically and livestock thrives in humane conditions, as fresh produce makes its way to a Chipotle restaurant.
To bring it to an even broader audience, Chipotle premiered the film on Roblox inside its virtual Carnitas Cinema within the Chipotle Burrito Builder experience.
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Players who complete a side quest will earn an admission ticket to watch "Unfolded."
The first 50,000 viewers got a free entrée code redeemable through the Chipotle app or website.
Last week, Chipotle teamed up with NASCAR Cup Series Champion Ryan Blaney for a limited-edition menu item.
