Chipotle: Cultivate a Better World

Chipotle, a high-end US fast-food chain, wanted to emphasise the quality of its ingredients, its commitment to building a supply chain of over 7,000 farmers and sourcing more local produce and sustainably-raised meat than its rivals.

Chipotle: Cultivate a Better World

Creative Artists Agency Los Angeles

Advertiser: ChipotleBrand: ChipotleCountry: USA

Objectives

When Chipotle chose to make sustainable food its business, it took on the entire fast food industry.

In 1999, founder Steve Ells learned about the impact of industrialized farming on animal welfare, the environment, and family farms. Chipotle was still a regional chain, and Ells swore that his company's growth would embrace sustainable and ethically raised food. Sustainability became Chipotle's business, but their competition, many orders of magnitude larger, dominated food culture. Chipotle was in for an uphill battle.

Chipotle's...

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