The ad highlights the impact that Chipotle’s ‘Food with Integrity’ standards could have on the world, including reducing carbon emissions, saving water, and supporting local growers
Chipotle Mexican Grill has announced it will premiere its first-ever Super Bowl commercial during the second quarter of Super Bowl LV. The spot, titled “Can a Burrito Change the World?,” features a young boy rhetorically asking that question whilst highlighting the impact that Chipotle’s ‘Food with Integrity’ standards could have on the world, including reducing carbon emissions, saving water, and supporting local growers.
Evidenced in the ad, created by Venables Bell and Partners, Chipotle believes that how we grow our food affects how we grow the future. The company believes the global pandemic has shifted consumer behaviour to lean towards a community-focused society, further igniting a passion inside of many for making purchasing decisions that drive the difference in the world around them.
With this spot as part of a series of brand actions, Chipotle is shedding light on how greater awareness of where food comes from and how it is grown can not only help everyone but also begin to reverse an agricultural industry crisis, which has lost 40x more farmers than it has gained over the last decade.
Chipotle is utilising the big game to address the challenges faced within our food system and has committed US$5m/£3.6m over five years to help remove barriers and enable the next generation of farmers and ranchers to succeed.
Last year, the brand spent more than US$300m/£219m in food premiums to purchase supplies that are responsibly sourced, humanely raised and often locally grown. Even though more than 400 million acres of farmland are expected to need new farmers in the coming years, it is becoming increasingly difficult for young farmers to find affordable land in the United States. Chipotle is helping these young farmers get started and assist the local communities that rely on the opportunities and income these farms provide.
In addition to this commitment, on Sunday, 7 February, Chipotle will be donating US$1 from every delivery order to the National Young Farmers Coalition, and for orders placed on the Chipotle app and Chipotle.com only, Chipotle will offer fans US$0 delivery fees.
Additionally, fans ordering from the app or online can round up their order total to the next highest dollar using Chipotle’s real change feature to support the National Young Farmers Coalition starting today.
“Our big game ad debut is a milestone moment for our brand,” said Chris Brandt, Chief Marketing Officer. “We want to use this massive platform to help shift attention toward creating positive change for the challenges our food system faces and educate consumers on how they can make a difference.”
In October 2020, Chipotle launched a feature to showcase how simple decisions like what ingredients go into your meal can affect the world. Its “Real Foodprint” tracker allows guests to view the cumulative potential impact of their Chipotle orders, as compared to orders using conventional ingredients, against five key metrics including Less Carbon in the Atmosphere, Gallons of Water Saved, Improved Soil Health, Organic Land Supported, and Antibiotics Avoided.