DENVER: In a wide-ranging effort to raise consumer awareness about its sustainable efforts, Chipotle Mexican Grill is launching a new foundation, a short film, and a song performed by Willie Nelson.
The Chipotle Cultivate Foundation was created to expand the company's philanthropic work surrounding sustainable agriculture, according to Chris Arnold, communications director at Chipotle.
“The foundation will support organizations and individuals who are working on improving things in the areas of family farming, animal welfare and the environment, and education for the next generation for more sustainable farming,” he said.
Anrold added that all of Chipotle's beef products come from naturally-raised cows that are given no added hormones and the company's dairy products come from cows that have never been treated with the synthetic hormone rGBH. Chipotle also supports organically grown produce and local farming communities.
In addition to the foundation, the national restaurant chain has debuted a two-minute animated video that illustrates the difference between industrial farming and sustainable farming. The video is currently available on Chipotle's Facebook page, YouTube brand channel, and the Chipotle website. In late September, the film will be shown during the coming attractions in 5,700 theaters nationwide .
Chipotle worked on the video with the Creative Artists Agency. The video was produced by Nexus and directed by London's Johnny Kelly.
The goal of the video is to inform consumers about sustainable farming and get them to choose “food that is raised right,” Arnold said. The company is betting it can reach broader audiences by releasing the video in thousands of theaters.
Accompanying the video is a Willie Nelson cover of the Coldplay song, “The Scientist.” The song is available to download on iTunes; out of each 99-cent download, 60 cents goes to benefit the Chipotle Cultivate Foundation.
Edelman, which since 2008 has been Chipotle's AOR for national PR, has helped to promote the food chain's recent initiaves by reaching out to media outlets and influential bloggers, such as Mashable.com. Chipotle, which handles all of its social media efforts in-house, has several other PR agencies throughout the country focusing on media outreach in local markets.