Key Takeaways
- Chipotle Mexican Grill has released “Unfolded,” a short film focusing on sustainable farming and regenerative agriculture practices.
- The film premiered as a national TV ad on Roblox, making the company the first restaurant brand to air an ad in the metaverse.
- Chipotle is donating $2 million to four universities to support agriculture research and education.
- The film highlights agrivoltaics, a farming practice that integrates solar energy with crop production.
- Guests can round up their order totals through March 31 to support agriculture-focused scholarships and programs.
Chipotle’s “Unfolded” Film Promotes Sustainable Agriculture
Overview of the Film
Chipotle Mexican Grill (NYSE: CMG) has introduced “Unfolded,” a short film that highlights sustainable farming practices. The animated film presents a visual transition from industrial farming to diversified regenerative agriculture, reflecting Chipotle’s focus on responsible sourcing.
The film was created by Venables Bell & Partners and features Responsibly Raised® proteins and dairy from pasture-raised cows, along with other farming practices aligned with the company’s supply chain.
“How we grow our food is how we grow our future,” said Chris Brandt, Chief Brand Officer at Chipotle. “We continue to support agricultural initiatives that focus on sustainability and long-term food system improvements.”
Halsey Provides Music for the Film
The film features a cover of “She’s a Rainbow” performed by GRAMMY®-nominated artist Halsey. “I enjoyed working on this project with Chipotle and covering such an iconic song,” said Halsey.
Chipotle Announces $2 Million in Agricultural Research Funding
Support for University Agriculture Programs
As part of its previously announced $5 million commitment to agriculture education, Chipotle is donating $2 million across four universities to fund research and workforce development in agriculture. The funding is sourced from the company’s initiative to contribute 5% of profits from Tractor Beverage sales to farming initiatives.
Universities Receiving $500,000 Each
- The Ohio State University – Establishing an agrivoltaics pilot program integrating solar panels with crop production.
- Cal State Monterey Bay – Constructing a greenhouse for agricultural research focused on sustainability and innovation.
- Colorado State University – Creating the Chipotle Future of Farming Fund to provide career exposure for K-12 students in agriculture.
- University of Florida – Funding graduate research projects focused on sustainable agriculture.
The funding is intended to support advancements in farming efficiency and climate-smart agricultural practices.
“Unfolded” Premieres as a National TV Ad in Roblox
Chipotle Launches Film in the Metaverse
The company premiered “Unfolded” as a national TV ad on Roblox, making it the first restaurant brand to showcase an ad in the metaverse. The immersive experience takes place in Chipotle’s Burrito Builder world, where users can view the film in the Carnitas Cinema.
How the Interactive Campaign Works
- Roblox users receive a challenge to complete an order delivery quest.
- Completing the quest unlocks an admission ticket to view the “Unfolded” short film.
- The first 50,000 users to complete the challenge and watch the film receive a free entrée code, redeemable through the app, Chipotle.com, or Chipotle.ca.
This initiative aims to engage younger audiences with agriculture-focused content in an interactive format.
Chipotle Provides Opportunity for Customers to Support Farming Initiatives
Through March 31, Chipotle customers in the U.S. can round up their order totals on the Chipotle app and the website to support the Chipotle Cultivate Foundation. The foundation funds scholarships and educational programs related to sustainable food and agriculture.
