Chipotle becomes first restaurant to premiere national TV ad in Metaverse via Roblox

NORTH AMERICA – Chipotle Mexican Grill has premiered a 60-second ad on Roblox that spotlights its sustainability efforts, making it the first restaurant brand to launch a national TV ad in the metaverse.

Chipotle’s new ad campaign, “Unfolded,” is an innovative campaign created by Venables Bell & Partners that merges the metaverse with real-world rewards.

Set within an immersive Roblox environment and backed by Halsey’s rendition of “She’s a Rainbow” (originally by The Rolling Stones), the initiative offers the first 50,000 viewers a free entrée code.

A New Dimension in Marketing

As part of its broader purpose-driven approach to sustainable agriculture, Chipotle is experimenting with novel marketing strategies that link gaming, creative content, and tangible incentives.

The 60-second ad takes viewers on a journey that begins by unveiling an animated world hidden inside a Chipotle takeout bag.

In the animation, a truck navigates through a landscape that transforms drab, industrial farming into a vibrant scene of sustainable agriculture, culminating at a Chipotle restaurant.

The campaign’s tagline, “Cultivate a better world,” reinforces the brand’s commitment to environmental stewardship.

Immersive Experience on Roblox

“Unfolded” debuted today in the virtual Carnitas Cinema, part of the pre-existing Chipotle Burrito Builder experience on Roblox.

Here, a dedicated gaming side quest provides users with a ticket to view the video, and up to 50,000 participants will receive a free entrée code.

This effort illustrates Chipotle’s continued exploration of metaverse platforms, even as the marketing world pivots toward generative artificial intelligence, to seamlessly blend digital and in-real-life experiences.

Sustainability and Social Impact

In parallel with its digital innovations, Chipotle remains dedicated to sustainable agriculture.

The company has reaffirmed a commitment made in 2021 by pledging a US$2 million donation to four universities.

These universities are Ohio State University, Cal State Monterey Bay, Colorado State University, and the University of Florida.

The donations are part of a US$5 million initiative to support young farmers. Moreover, through March 31, customers can choose to round up their orders to benefit the Chipotle Cultivate Foundation.

Chief Brand Officer Chris Brandt emphasized that these initiatives, driven by leading minds in agricultural innovation, are designed to advance sustainable practices and secure the future of real food.

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