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Chipotle is launching its first Super Bowl commercial this year, using the major sporting event to run a commercial that addresses “the challenges facing our food system,” the fast-casual restaurant chain announced on Monday.
Even with a handful of big companies, choosing not to spend a lot of money on in-game ads to focus on coronavirus relief efforts.
It’s called “Can a Burrito change the world?”
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The ad – called “Can a burrito change the world?” – will run during the second quarter of the Super Bowl LV. The site will show a boy who is seen asking rhetorically, “Can a burrito change the world?”
Chipotle says the commercial will highlight the impact that its “Food with Integrity” standards can have on the world, such as reducing carbon emissions, saving water and supporting local farmers.
It is in stark contrast to the initiatives of Budweiser, the Coca-Cola Company and PepsiCo, which decided to suspend ads for their products during the big game to focus on coronavirus relief efforts.
However, the commercial is part of Chipotle’s promise to “reinvigorate the declining agricultural industry for future generations”.
Part of the problem, according to Chipotle, is that it is becoming increasingly difficult for young farmers to find affordable land in the United States.
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Industry experts say that affordable land access is the biggest challenge that prevents these young farmers from building a successful agriculture career.
“Access to land is not only the main challenge for today’s farmers, but also the main reason why individuals are leaving agriculture and the biggest obstacle for would-be farmers not to start working,” said Holly Rippon-Butler , National Young Farmers Coalition’s land campaign director for FOX O Deal.
Rippon-Butler said that the challenge of ensuring access to these lands is “driven by the fact that our legal, economic and political systems treat land as a commodity, rather than a community resource”.
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This “manifests itself in rising land prices, continued loss of land for development and increased competition for agricultural land from non-agricultural buyers,” she added.
| Ticker | Safety | Last | change | Change % |
|---|---|---|---|---|
| CMG | CHIPOTLE MEXICAN GRILL INC. | 1,486.32 | -7.86 | -0.53% |
With millions of acres of land expected to change hands in the coming years, Rippon-Butler said that we have an “opportunity to meet this challenge”.
As part of its efforts, Chipotle said it is investing $ 5 million over five years to “help remove barriers and enable the next generation of farmers and ranchers to succeed”.
The company also pledged to donate $ 1 to young farmers for each delivery order on match day.
“We want to use this massive platform to help divert attention to creating positive change for the challenges our food system faces and educating consumers about how they can make a difference,” said Chris Brandt, chief marketing officer at Chipotle.