Animated tale tells story of the evolution of two fictional fast food
DENVER--(BUSINESS WIRE)--Jul. 6, 2016--
Chipotle Mexican Grill (NYSE: CMG) today released “A Love Story,” an
original, animated short film that follows the story of two young
entrepreneurs, Ivan and Evie, and the escalating rivalry that leads them
to build competing fast food empires.
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Chipotle releases "A Love Story," an original, animated short film that follows the story of two young entrepreneurs, Ivan and Evie, and the escalating rivalry that leads them to build competing fast food empires. (Photo: Business Wire)
“We are changing the way people think about and eat fast food,” said
Mark Shambura, director of brand marketing at Chipotle. “That starts
with using excellent ingredients, and preparing those ingredients using
classic cooking techniques. ‘A Love Story’ illustrates how competition
propelled these two once-simple concepts to become something neither of
their founders envisioned — reliant on limited time offers, vast menus
and heavily processed food.”
“A Love Story” continues Chipotle’s tradition of animated short films
and innovative content that illustrates how competition among food
businesses can cause them to become something that was not initially
intended. The film was made by Chipotle in conjunction with Passion
Pictures, a renowned animation production company that has won multiple
Academy Awards, BAFTA Awards, Emmy Awards, and advertising awards for
its feature films, television programming and commercial content, and
CAA Marketing, and was directed by award-winning director, Saschka
Unseld. The film is set to a remake of the Backstreet Boys’ 1999 hit
song “I Want it That Way” recorded as a duet by GRAMMY Award® winner,
Alabama Shakes’ lead singer Brittany Howard and GRAMMY Award® nominated
My Morning Jacket frontman Jim James, and produced by GRAMMY Award®
nominated producer Blake Mills. The song will be available for streaming
on Spotify, Pandora, and SoundCloud.
Chipotle’s first original short film, “Back to the Start,” was released
in 2011, and followed a farmer’s evolution from small, sustainable
farming to large, industrial farming before going “back to the start”
and returning to farming the way he did it in the beginning. The film
was set to a Willie Nelson remake of Coldplay’s song “The Scientist.” In
2013, Chipotle released “The Scarecrow,” which highlighted issues
associated with heavily processed food. “The Scarecrow” was set to a
remake of the song “Pure Imagination” from the 1971 film classic “Willy
Wonka and the Chocolate Factory,” performed by GRAMMY Award®–winning
artist Fiona Apple. In 2014, Chipotle launched “Farmed and Dangerous,” a
four-episode scripted satire series that explored how perceptions are
created in the industrial food sector. Collectively, its entertainment
oriented content programs have won numerous awards, including the Film
Lions Grand Prix and the Branded Content and Entertainment Lion at the
Cannes Lions Festival.
“Chipotle is very different than traditional fast food restaurants, and
our marketing reflects those differences,” said Shambura. “By telling
elements of Chipotle’s story through films that are primarily meant to
entertain viewers, we have been able to prompt a number of important
conversations about food and issues in food. While we hope consumers
find ‘A Love Story’ as entertaining as we do, we also hope it encourages
them to think about how food is made.”
“A Love Story” can be viewed online at Chipotle.com/alovestory.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food With Integrity, Chipotle is seeking better food from using
ingredients that are not only fresh, but that — where possible — are
sustainably grown and raised responsibly, with respect for the animals,
the land and the farmers who produce the food. In order to achieve this
vision, we focus on building a special people culture that is centered
on creating teams of top performers empowered to achieve high standards.
This people culture not only leads to a better dining experience for our
customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and operates more than
2,000 restaurants, including 20 Chipotle restaurants outside the U.S.
and 15 ShopHouse Southeast Asian Kitchen restaurants, and is an investor
in an entity that owns and operates three Pizzeria Locale restaurants.
For more information, visit Chipotle.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160706005262/en/
Source: Chipotle Mexican Grill
Chipotle Mexican Grill
Chris Arnold, 303-222-5912