Chipotle has launched a new initiative in the metaverse, using a short film to promote sustainable agriculture.
The campaign, called “Unfolded,” premiered in a national TV ad and within the virtual world of Roblox.
The 60-second ad focuses on agrivoltaics, a method that combines agriculture with solar energy production. Chipotle’s goal is to generate awareness about the future of sustainable food production. “How we grow our food is how we grow our future,” said Chris Brandt, Chief Brand Officer at Chipotle.
In the metaverse experience, users meet a Chipotle employee in the Burrito Builder world. They receive instructions to start a quest to deliver a Chipotle order. The campaign highlights Chipotle’s “Food With Integrity” principles and their role in supporting sustainable farming practices.
As part of the campaign, Chipotle is offering free entrees to the first 50,000 fans who watch the ad on Roblox. This includes Chipotle Rewards members and other participants.
The campaign aligns with Chipotle’s broader efforts to support the future of farming. The company has pledged $2 million to educational programs at universities such as The Ohio State University, Cal State Monterey Bay, Colorado State University, and the University of Florida. In 2021, it announced a $5 million commitment to support young farmers.
This is Chipotle’s second initiative in the metaverse. In 2022, the company introduced “Chipotle Burrito Builder,” an experience on Roblox that let users virtually prepare Garlic Guajillo Steak.