Chipotle Mexican Grill recently launched a national ad campaign called “Unfolded,” featuring pop star Halsey. The campaign highlighted Chipotle’s commitment to sustainable agriculture and its reliance on farming communities for fresh ingredients. However, despite this successful launch, Chipotle has now dropped the partnership with Halsey and Roblox.
The “Unfolded” Campaign
“Unfolded” was a groundbreaking animated short film that premiered on Roblox, marking the first time a restaurant brand debuted a national TV ad in the metaverse. The film, set to Halsey’s rendition of “She’s a Rainbow,” showcased the transformation of industrial farms into vibrant, sustainable ones, symbolizing Chipotle’s efforts to support sustainable agriculture.
Halsey expressed her enthusiasm for the project, stating, “I had a blast collaborating with Chipotle on this creative piece that brings attention to sustainable agriculture and allowed me to cover such an iconic song in the process”.
Support for Sustainable Agriculture
As part of its broader commitment to support young farmers, Chipotle donated $2 million to four universities: The Ohio State University, Cal State Monterey Bay, Colorado State University, and the University of Florida. This donation is part of a larger $5 million pledge by 2025 to advance sustainable agriculture practices.
Chipotle’s Chief Brand Officer, Chris Brandt, emphasized the brand’s dedication to sustainable agriculture, saying, “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”.
Community Engagement
Through March 31, customers can support the Chipotle Cultivate Foundation by rounding up their orders on the app and website. This foundation provides scholarships to students studying sustainable food and agriculture, aligning with Chipotle’s mission to make real food accessible to all.
Despite the success of “Unfolded,” Chipotle has ended its partnership with Halsey and Roblox. The reasons behind this decision are not detailed in the available information.
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