Chipotle Mexican Grill will premiere its first Super Bowl commercial during the second quarter of Super Bowl LV (Feb. 7) when the Kansas City Chiefs face the Tampa Bay Buccaneers.

The spot, titled "Can a Burrito Change the World?," features a young boy rhetorically asking that question while highlighting the impact that Chipotle's "Food with Integrity" standards could have on the world, including reducing carbon emissions, saving water and supporting local growers, CMO Chris Brandt said in the release.

"Our big game ad debut is a milestone moment for our brand," he said. "We want to use this massive platform to help shift attention toward creating positive change for the challenges our food system faces and educate consumers on how they can make a difference."

Evidenced in the ad, created by Venables Bell and Partners, Chipotle believes that how we grow our food affects how we grow the future, the release said. The company said it believes the global pandemic has shifted consumer behavior to lean towards a community-focused society, further igniting a passion inside of many for making purchasing decisions that drive difference in the world around them. With this spot as part of a series of brand actions, Chipotle is trying to shed light in the campaign on how greater awareness of where food comes from and how it is grown helps everyone. The campaign also is designed to support agriculture, which has lost 40 times more farmers than it has gained over the last decade, Brandt said.

The ad will address the challenges faced within our food system and highlight how Chipotle has committed $5 million over five years to help remove barriers and enable the next generation of farmers and ranchers to succeed. Last year, the brand spent more than $300 million in food premiums to purchase supplies that are responsibly sourced, humanely raised and often locally grown, it said. Even though more than 400 million acres of farmland are expected to need new farmers in coming years, it is becoming increasingly difficult for young farmers to find affordable land in the United States.

Handing off to the fans
Also on Feb. 7, Chipotle will donate $1 from every delivery order to the National Young Farmers Coalition. For orders placed on the Chipotle app and Chipotle.com, Chipotle will offer fans $0 delivery fees.

Starting today, fans ordering from the app or online can round up their order totals to the next highest dollar using Chipotle's real change feature to support the National Young Farmers Coalition.

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