Cultivate A Better World
Chipotle
Brand Platform, Film, Loyalty, Foundation, Festival, TV Show
“Cultivate A Better World" began as a storytelling platform celebrating the people and ideas changing food culture.
To this day, it continues to be both Chipotle’s mission statement and brand platform.
For over a decade, the work differentiated Chipotle and bought people closer to their food through:
Four Animated Short Films
A Video Game
A Multi-Year, Multi-City Food and Music Festival
A Foundation
A Loyalty Program
Educational Family TV Series
The platform garnered 4 Cannes Grand Prix, Two Emmys, and over 100 awards. The body of work is a case study for purpose-driven brand storytelling worldwide.
Back To The Start (2011)
“An Animated Ad With a Plot Line and a Moral” - NYT
With over 300 Million earned media impressions, “Back To The Start” ignited a global conversation about food and garnered over eighty industry accolades.
The Scarecrow (2013)
Since its launch, “The Scarecrow” has garnered over 650 million media impressions, 18 million views of the film, 650k game downloads, 2 Cannes Grand Prix Lions, and 2 Daytime Emmy Award wins.
A Love Story (2016)
"A Love Story" has been viewed nearly 60 million times across YouTube, Facebook video, and other platforms. This work is a winner of two Cannes Lions, a D&AD Pencil, a People's Voice Webby Award, an inaugural Webby for Good honor, and an Emmy and Annie Award nominee.
A Future Begins (2021)
"A Future Begins" far-exceeded the success of its predecessor on engagement, efficient reach, and more – and garnered the highest social engagement of any piece of Chipotle brand content or advertising in company history, even outperforming Chipotle's 2020 Super Bowl ad despite a far-smaller paid media buy, also making it the most efficient brand content or ad in Chipotle history. (50MM+ social with 11MM+ YouTube and 27MM+ TikTok).
RAD LANDS
A Family Food Series
RAD Lands is an episodic series by Chipotle and the creators of YoGabbaGabba. Purchased by iTunes for distribution and launched for Chipotle’s Kids Menu. The first brand content to receive the Common Sense seal of approval.
RAD Lands, available exclusively on iTunes, earned over 286 million media impressions and 25 million Twitter impressions in its first week. The series was the first-ever branded entertainment piece to be honored with Common Sense Media's Common Sense Seal for TV. It was also recognized with a Cannes Lion in Entertainment
CULTIVATE
A Harvest Festival For The City
A free, all-day, all-ages, food, and music festival that features Chefs, Farmers, Artisans, Brewers, and
Bands with over a quarter-million attendees in the festival’s five-year run.
The Chipotle Cultivate Foundation
Chipotle established the Cultivate Foundation in 2011 to extend its commitment to make real food accessible to all.
Today, it has expanded upon that mission and is dedicated to Cultivating a Better World in the communities it serves.
$5 MILLION
CONTRIBUTED TO NON-PROFITS
