- "Unfolded" highlights ways Chipotle's Food With Integrity
principles could help Cultivate a Better World
- As part of previously announced commitments, Chipotle has
pledged $2 million across leading
universities to support educational programs that advance the
future of farming
- Earlier today, Chipotle became the first restaurant brand to
premiere a national TV ad in the metaverse, giving free entrees to
the first 50,000 users who view the ad on Roblox
- GRAMMY®-nominated singer/songwriter Halsey reimagined "She's a
Rainbow," as music to the film
NEWPORT
BEACH, Calif., Feb. 26,
2025 /PRNewswire/ -- Chipotle Mexican Grill (NYSE:
CMG) today announced the debut of a new short film, "Unfolded,"
which showcases sustainable agriculture comparable to Chipotle's
Food With Integrity principles. Earlier today, Chipotle premiered
the film as a national TV ad on Roblox to showcase the importance
of the farming community that grows real ingredients like those
served in Chipotle's restaurants. Chipotle is the first restaurant
brand to unveil a national TV ad in the metaverse.
"Unfolded" can be viewed on Roblox
here: www.roblox.com/chipotle or on YouTube
here: https://www.youtube.com/watch?v=3hR_Mbe--sk.
In conjunction with the film and as part of the commitment it
announced in 2021 to contribute $5
million to support young farmers, Chipotle is donating
$2 million across four leading
universities, The Ohio State
University, Cal State Monterey
Bay, Colorado State University
and the University of Florida, to
support the future of farming. These donations are funded from
Chipotle's initiative to contribute 5% of profits from its sales of
Tractor Beverages to support farmers.
Unfolding A Better World
Inspired by the company's
purpose to Cultivate a Better World, "Unfolded" brings viewers
through an animated world, diving into a Chipotle bag that unfolds
into a paper world. The short film depicts industrial farms
transformed into vibrant, polyculture farms with diverse and
organic crops, symbolizing Chipotle's efforts to support farmers
who prioritize sustainable agricultural practices. The brand serves
Responsibly Raised® proteins, and dairy from pasture-raised cows,
as seen from an allegorical Chipotle truck moving through farmland
on its way to its final destination. The film, created by Venables
Bell & Partners, ends with fresh, colorful produce being
delivered to a Chipotle restaurant that is prepared fresh every day
to nourish the community it resides in.
"Unfolded" is brought to life by GRAMMY®-nominated
singer/songwriter Halsey's rendition of "She's a Rainbow."
"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," said Halsey.
Funding the Future of Sustainable Agriculture
Chipotle
created "Unfolded" to generate awareness for the future of
sustainable agriculture. The short film displays agrivoltaics, the
practice of using land for both agriculture and solar energy
production, which is an example of an initiative the brand is
supporting with its $2 million
pledge.
Projects that will be supported by Chipotle's four $500,000 contributions include:
- The Ohio State University
College of Food, Agricultural, and Environmental Sciences
is establishing an agrivoltaics pilot program by integrating
solar panels with crop production to generate both electricity and
agricultural commodities.
- Cal State Monterey Bay College of Science
is constructing a state-of-the-art greenhouse, which will
conduct lab research, including for Chipotle's innovative
agriculture projects, over the next three to five years.
- Colorado State University
College of Agricultural Sciences will establish the Chipotle
Future of Farming Fund at the Spur Campus in Denver to facilitate opportunities for K-12
students to explore careers in agriculture and research, and
to explore solutions to food system challenges.
- University of Florida
College of Agricultural and Life Sciences
is providing two-year charitable research grants to four
graduate students pursuing sustainable agriculture projects that
are focused on efforts to advance the future of food.
These donations are part of Chipotle's larger commitment to give
$5 million by the end of 2025 to
support the future of farming, which Chipotle funds via its
initiative to contribute 5% of profits from its sales of Tractor
Beverage products to support farmers. Through these donations,
Chipotle intends to cultivate the next generation of farmers and
support breakthrough sustainable agriculture projects.
"How we grow our food is how we grow our future," said
Chris Brandt, Chief Brand Officer, Chipotle. "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."
Through March 31, guests in the
U.S. can round up their order total to the next highest dollar
amount on the Chipotle app and Chipotle.com to support the Chipotle
Cultivate Foundation, which extends Chipotle's commitment to make
real food accessible to all, including by providing scholarships to
students enrolled in programs focused on sustainable food and
agriculture.
'Unfolded' Premiere in the Metaverse
Chipotle
premiered "Unfolded" on Roblox today at 7
a.m. PT in the virtual Carnitas Cinema within the Chipotle
Burrito Builder experience. The brand created an immersive delivery
side quest that rewards users with an admission ticket to watch the
new short film inside the Carnitas Cinema. Up to the first 50,000
users who watch the film inside the immersive experience will be
rewarded with a free entrée code1 valid for users in the
U.S. and Canada on the Chipotle
app, Chipotle.com and Chipotle.ca.
How It Works
- Roblox users will meet a Chipotle employee in the virtual
Carnitas Cinema in Chipotle's Burrito Builder world, who
will instruct users to begin a quest to deliver a Chipotle
order.
- Users must deliver the order to its destination to earn their
first reward: an admission ticket to view "Unfolded" in the
Carnitas Cinema.
- Up to the first 50,000 Roblox users who successfully complete
the task and watch the "Unfolded" film in the Carnitas Cinema will
earn a free entrée code1 that can be used at checkout on
the Chipotle app, Chipotle.com or Chipotle.ca.
Chipotle's Burrito Builder can be accessed
at: www.roblox.com/chipotle.
Additional assets are available here:
https://www.dropbox.com/home/Chipotle%20Unfolded
1 – 50,000 free Chipotle entrée codes avail. US & CAN, 13+.
Codes expire 3/27/25. Full terms:
chipotle.com/roblox-premiere
ABOUT CHIPOTLE
Chipotle Mexican Grill, Inc. (NYSE:
CMG) is cultivating a better world by serving responsibly sourced,
classically-cooked, real food with wholesome ingredients without
artificial colors, flavors or preservatives. There are over 3,700
restaurants as of December 31, 2024,
in the United States, Canada, the United
Kingdom, France,
Germany, Kuwait, and United
Arab Emirates and it is the only restaurant company of its
size that owns and operates all its restaurants in North America and Europe. Chipotle is ranked on the Fortune 500
and is recognized on Fortune's Most Admired Companies 2025 list and
Time Magazine's Most Influential Companies. With over 130,000
employees passionate about providing a great guest experience,
Chipotle is a longtime leader and innovator in the food industry.
Chipotle is committed to making its food more accessible to
everyone while continuing to be a brand with a demonstrated purpose
as it leads the way in digital, technology and sustainable business
practices. For more information or to place an order online, visit
CHIPOTLE.COM.
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SOURCE Chipotle Mexican Grill, Inc.
