Chipotle Boorito Fundraiser - Unneces-scary (2015) :90 (USA)

-"Are you using "natural" ironically?"
-"Are you using ironically sarcastically?"

In support of this year’s Boorito fundraiser, Chipotle has produced a companion short film in conjunction with New York based studio, Piro, entitled “Endless Line.” It concludes with the line: “Unnecessary additives are creepy.” Yes they are, but witty banter is always fun.

Chipotle Mexican Grill announced today the return of its longstanding and popular Halloween fundraiser, Boorito. On Saturday, October 31 between 5pm and closing, Chipotle will offer $3 burritos, bowls, salads, and tacos to customers dressed in a costume with an, “unnecessary” addition. Proceeds from the fundraiser, up to $1 million, will benefit the Chipotle Cultivate Foundation.

Boorito has become one of the company’s most iconic promotions and this year, to showcase the simplicity of their ingredients, Chipotle is asking Boorito participants to add an unnecessary addition to their costumes in order to redeem the $3 Boorito offer. This twist on the costume guidelines supports the company’s larger vison of serving only the highest quality ingredients versus the complex array of unnecessary additives and preservatives that are typically found in fast food.

“We’ve always focused on sourcing the highest quality ingredients, and we are challenging our customers to learn about the unnecessary ingredients used in typical fast food by adding something ‘unnecessary’ to their costume,” said Mark Crumpacker, chief creative and development officer. “In exchange for adding an unnecessary item to their costume, we’ll donate $1 from their purchase to the Chipotle Cultivate Foundation to help in its efforts to create a better food future."

Proceeds from Boorito up to $1 million will benefit the Chipotle Cultivate Foundation. To date, Chipotle customers have raised more than $4 million through the Boorito fundraising program to support the foundation’s work. The Chipotle Cultivate Foundation provides resources and promotes good stewardship for farmers; promotes better livestock husbandry; encourages regenerative agriculture practices; and fosters food literacy, cooking education, and nutritious eating.

Client: Chipotle
Chief Creative & Development Officer: Mark Crumpacker
Director Brand Marketing: Mark Shambura
Director of Advertising: Ryan Murrin
Brand Voice Lead: William Espy
Marketing Project Manager: Carly Atto
Brand Design Lead: Anna Tou
Production Company/Agency: Piro
Director: Tim Piper
Executive Producers: Daniel Rosenberg and Tim Piper
Producer: Josh Rothfeld
Production manager: Haley Papageorge
DP: Christophe Lanzenberg
Gaffer: Charlie McNamara 

Key Grip: Dave Araki 

Writers: Jeff Astrof, Tim Piper and Daniel Rosenberg
Production Designer: Matt Duncan
Propmaster: Jeff Monte
First AD: Mark Kaufman
Casting: Grande Morris
Post Producer: Michael Uys
Editor: Mike Feldman
Sound design and mixing: JD Heilbronner, Color
Music: Jordan Yaeger
Special FX: Matthew Lincoln & Perry Kroll
Colorist: Damien Vandercruyssen
Color Producer & Facility: Katie Andrews, C03

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