Chipotle Mexican Grill recently released a captivating short film titled “A Future Begins,” accompanied by the mesmerizing music of acclaimed singer-songwriter Kacey Musgraves. This brand-new cinematic experience not only serves as a visual treat but also embodies Chipotle’s deep commitment to the future of farming. In conjunction with the film release, Chipotle has collaborated with workwear brand Carhartt to create a limited-edition collection, available exclusively on chipotlegoods.com from November 19 at 12 p.m. ET.
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A Purpose-Driven Movement
Crafted by the acclaimed agency Observatory, this purpose-driven campaign represents Chipotle’s $5 million, five-year initiative to champion the cause of young farmers. Through this campaign, Chipotle aims to raise awareness about the critical importance of supporting the future of farming. To facilitate real change, Chipotle has partnered with the National Young Farmers Coalition (NYFC) and encourages consumers to sign a petition on its website. This petition advocates for significant policy changes in the forthcoming 2023 Farm Bill.
A Troubling Reality
The need for Chipotle’s support becomes apparent when considering the current state of U.S. agriculture. Startling statistics reveal that over the past five years, U.S. agriculture has lost more than 40 times the number of farmers it has gained, according to the USDA. Moreover, the nation has witnessed the loss of over 20 million acres of farmland in the last decade alone, as reported by Farm Progress. These alarming figures underscore the urgent need for sustainable farming practices and support for the next generation of farmers.
A Heartwarming Story
The centerpiece of the campaign is the stop-motion short film, based on the true story of a Chipotle farmer. It depicts how the farmer’s child, upon returning from college, helps save the family farm through the introduction of innovative technology and sustainable growing techniques. Titled “A Future Begins,” this film serves as a sequel to Chipotle’s iconic 2011 short film, “Back to the Start.” Just as its predecessor emphasized the significance of sustainable farming, the new film employs a Coldplay cover performed by Kacey Musgraves. She beautifully reimagines the band’s song “Fix You,” providing an emotional backdrop to the heartfelt story.
Collaboration with Carhartt
Chipotle has further strengthened its campaign by collaborating with the esteemed workwear brand Carhartt. Together, they have created an exclusive line of merchandise, including custom aprons, jackets, hats, and an assortment of patches. This collaboration not only showcases Chipotle’s commitment to engaging with consumers around culture but also capitalizes on the growing trend of online shopping. Carhartt has created four distinct looks inspired by characters from the short film, further deepening the integration between the two brands.
An Urgent Call to Action
To combat the challenges that confront agriculture and young farmers, Chipotle is working hand in hand with the NYFC. Together, they are urging Congress to allocate $2.5 billion towards providing access to up to 1 million acres of land for young farmers. Chipotle invites consumers to join the cause by adding their names to the list of supporters. As an additional gesture of support, Chipotle will donate proceeds from the campaign to the NYFC through its charitable Real Change platform. Moreover, Chipotle will display a QR code on stickers added to digital orders, allowing customers to easily access the short film.
CMO Chris Brandt shares his enthusiasm for the campaign, stating, “‘Back to the Start’ was an iconic moment in advertising almost a decade ago, serving as the brand’s first-ever national TV ad. While Chipotle’s values remain unchanged, the urgency behind our efforts to revitalize farming has only intensified.”
Spreading the Message
Chipotle is leaving no stone unturned in raising awareness about its campaign. The short film “A Future Begins” has been disseminated across various social media platforms, including YouTube, TikTok, Facebook, and Twitter. Furthermore, the film will premiere during a highly anticipated Thanksgiving Day football game, ensuring that it reaches a wide audience. Chipotle’s commitment to sustainable farming was previously highlighted in their first-ever Super Bowl commercial, which showcased the positive impact of their “Food with Integrity” standards on cutting carbon emissions, conserving water, and supporting local growers.
By championing the cause of young farmers and promoting sustainable farming practices, Chipotle reinforces its status as a socially responsible brand. Through this purpose-driven campaign, they aim to inspire change and pave the way for a better future. So, let’s join hands with Chipotle and support the next generation of farmers.
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