The American fast food chain Chipotle won the Grand Prix of Cannes Lions in the Branded Content and Entertainment category with the Cultivate Campaign - “Back to the Start” using a comprehensive mix of on- and offline media and also with the right balance of own, paid and earned.
Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food from cooking fresh food daily, to building a supply chain of 7,000+ farmers, to sourcing more local produce and sustainably raised meat than anyone, anywhere. All while becoming the most profitable restaurant concepts of our time.
Chipotle asked us to find a way to tell this story and to inspire a broad audience to care about their food. Believing that the more people know Chipotle is a business doing good, the more likely they will become passionate and loyal customers. So we created the platform ‘Cultivate’ to celebrate the people changing food culture and invite customers to join that journey.
The resulting campaign concept and now winning case can be seen here and afterwards I recommend to watch the entire “Back to the Start” film produced by Leo Burnett and Nexus.