Chipotle Mexican Grill is bringing sustainability to the forefront with its new short film, “Unfolded,” a creative exploration of how sustainable agriculture can shape a better future. Premiering as a national TV ad on Roblox, “Unfolded” highlights Chipotle’s Food With Integrity principles, showcasing the journey from farm to table.
The brand is also donating $2 million to four leading universities to support educational programs that advance sustainable farming. This pledge is part of Chipotle’s ongoing $5 million commitment to cultivate the next generation of farmers through funding derived from 5% of profits from its sales of Tractor Beverages.
A Vision for Sustainable Agriculture
“Unfolded” takes viewers through a whimsical, animated world, where an ordinary Chipotle bag unfolds into a paper landscape of regenerative farms and fresh, responsibly raised ingredients. The short film showcases:
- Sustainable Farming Practices – A transformation from industrial farms to polyculture farms, promoting diverse crops and organic agriculture.
- Ethical Sourcing – The film highlights pasture-raised dairy and responsibly raised proteins, emphasizing Chipotle’s commitment to ethical food sourcing.
- Agrivoltaics Innovation – A look at the dual use of land for both farming and solar energy production, an initiative Chipotle supports.
GRAMMY®-nominated artist Halsey reimagined the Rolling Stones classic “She’s a Rainbow” as the film’s soundtrack, enhancing its dreamlike storytelling.
“I had a blast collaborating with Chipotle on this creative piece that brings attention to sustainable agriculture while allowing me to cover such an iconic song,” said Halsey.
$2 Million Pledge to Advance the Future of Farming
To further its commitment to sustainable food production, Chipotle is investing in four leading universities, each receiving $500,000 for innovative agriculture projects:
- The Ohio State University – Launching an agrivoltaics pilot program, integrating solar panels with crop production to generate electricity while growing food.
- Cal State Monterey Bay – Constructing a state-of-the-art greenhouse to conduct agricultural research, including projects funded by Chipotle.
- Colorado State University – Establishing the Chipotle Future of Farming Fund to introduce K-12 students to careers in sustainable agriculture.
- University of Florida – Providing charitable research grants for graduate students focusing on sustainable agriculture projects.
These projects align with Chipotle’s mission to support regenerative farming, ensuring future generations have access to fresh, ethically sourced food.
“Unfolded” Premieres in the Metaverse
In a historic first, Chipotle premiered “Unfolded” on Roblox at the Carnitas Cinema, making it the first restaurant brand to debut a national TV ad in the metaverse. To celebrate, Chipotle is offering a free entrée code to the first 50,000 users who complete an interactive side quest inside the Roblox experience.
How to Earn a Free Entrée on Roblox:
- Visit Chipotle’s Burrito Builder world on Roblox.
- Meet a Chipotle employee in the virtual Carnitas Cinema and start a delivery quest.
- Successfully deliver the virtual Chipotle order to its destination.
- Earn a ticket to watch “Unfolded” inside Carnitas Cinema.
- Up to 50,000 users who complete the quest and watch the film will receive a free entrée code for use on Chipotle’s app or website in the U.S. and Canada.
For access to the experience, visit www.roblox.com/chipotle.
Supporting the Future of Real Food
Chipotle’s commitment to farming and sustainability extends beyond “Unfolded.” Through March 31, guests can round up their order total in the Chipotle app or on Chipotle.com to support the Chipotle Cultivate Foundation, which provides:
- Scholarships for students pursuing sustainable agriculture and food science.
- Grants for young farmers to build innovative and ethical farming practices.
- Resources to expand access to real food in communities nationwide.
“How we grow our food is how we grow our future,” said Chris Brandt, Chief Brand Officer at Chipotle. “These projects create optimism for the future of sustainable agriculture and real food.”
With “Unfolded,” Chipotle continues its mission to Cultivate a Better World, inspiring action toward a more sustainable and ethical food system.
Key Takeaways:
✔️ Chipotle’s new short film, “Unfolded,” showcases sustainable agriculture and responsible food sourcing.
✔️ $2 million donation to four universities supports sustainable farming innovations.
✔️ First restaurant brand to premiere a national TV ad in the metaverse, with free entrée rewards for the first 50,000 Roblox users.
✔️ Guests can support sustainable food efforts by rounding up their orders to benefit the Chipotle Cultivate Foundation.
Report PPLM Staff
