Now that the inauguration of President Joe Biden is over, brands are now beginning to tease, or even premiere their Super Bowl spots. Welcome to the Big Game, Chipotle Mexican Grill. The QSR announced it will premiere its first ever Super Bowl commercial during the second quarter.
In a statement, Chipotle says it is utilizing the big game to address the challenges faced within our food system.
With this spot, created by Venables Bell and Partners, 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.*
The spot, titled Can a Burrito Change the World?, features a young boy rhetorically asking that question while 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. Let’s take a look:
“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.”
Evidenced in the spot, Chipotle believes that how we grow our food affects how we grow the future. The company believes the global pandemic has shifted consumer behavior to lean towards a community-focused society, further igniting a passion inside of many for making purchasing decisions that drive difference in the world around them.
Big Game, Bigger Commitment
Last year, the brand spent more than $300 million 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 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, February 7, Chipotle will be donating $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 $0 delivery fees.
As good as Chipotle’s intentions are, will a spot with a purpose, resonate with audiences who typically respond to comedy? We will have a good idea come Monday. For now we will withhold judgment.
SOURCE: Venable, Bell and Partners