Dive Brief:
- Chipotle Mexican Grill today (Feb. 26) premiered a 60-second spot about the chain’s sustainability efforts on Roblox, becoming the first restaurant brand to debut a national TV ad in the metaverse, per details shared with Marketing Dive.
- Created by Venables Bell & Partners, “Unfolded” features an animated world and is set to a soundtrack of Halsey’s rendition of “She’s a Rainbow,” originally by The Rolling Stones. Up to the first 50,000 users to watch the ad inside the brand’s immersive Roblox experience will receive a free entrée code.
- The “Unfolded” effort, along with being part of Chipotle’s purpose-driven efforts around sustainable agriculture, demonstrates how the first-mover continues to experiment with the metaverse to link gaming, content and real-world rewards.
Dive Insight:
Chipotle is bringing together several marketing tactics and strategies in its latest campaign around sustainability. The 60-second “Unfolded” spot dives into one of the fast casual’s takeout bags to reveal an animated world seemingly made of folded paper. A truck drives through the landscape, transforming cardboard-colored industrial farming into colorful, sustainable agriculture before ending at a Chipotle location. A tagline reads, “Cultivate a better world.”
“Unfolded” debuted today in Roblox in the virtual Carnitas Cinema within the pre-existing Chipotle Burrito Builder experience. A gaming side quest rewards users with a ticket to view the video, with up to 50,000 users who view it eligible to receive a code for a free entrée.
The effort demonstrates how Chipotle continues to experiment with gaming platform Roblox, even as the wider marketing world has shifted focus from the metaverse to tools like generative artificial intelligence. After debuting on the platform in 2021, the chain in 2022 launched Burrito Builder, a simulation that let users roll virtual burritos to earn in-experience currency that could be exchanged for real-world rewards — an experiment in connecting virtual channels with IRL ones.
Along with the new ad and metaverse play, the campaign continues the brand’s long-running purpose-driven efforts around sustainable agriculture. Chipotle will make a $2 million donation to four universities (The Ohio State University, Cal State Monterey Bay, Colorado State University and the University of Florida) as part of a $5 million commitment to support young farmers made by the chain in 2021. Through March 31, customers can round up their orders to support the Chipotle Cultivate Foundation.
“As a brand dedicated to agriculture that is good for both people and the planet, Chipotle is always exploring opportunities to advance the industry and support farmers,” Chief Brand Officer Chris Brandt said in a statement. “These impactful projects, headed by some of the brightest minds in ag innovation, create optimism for widespread adoption of sustainable agriculture and the future of real food.”
The focus on offering financial aid comes at a time when farmers are facing challenges as the USDA, under the Trump administration, recently froze some funding.
Chipotle posted comparable sales growth of 5.4% during the fourth quarter and 7.4% during 2024, per its most recent earnings report, with executives citing the strength of its marketing as a driver of growth on an earnings call.
