Chipotle: Can a burrito change the world

Chipotle, a restaurant chain, increased positive brand sentiment and sales in the US by launching a Super Bowl ad with a boy who showed how it is making things better for not only its customers but also its farmers, animals and environment.

Objectives

Consumers are thinking more about sustainability, and companies are responding, turning "doing good" from competitive advantage to table stakes. With its long history in Real Food, Chipotle wanted to reach a broad audience, stand out in an unexpected...