Chipotle will likely be broadcasting its first Tremendous Bowl commercial, asserting the farmers who will ship its groceries
A still from Chipotle's "Can a Burrito Change the World?" Display.
Chipotle Mexican Grill will run its first Super Bowl ad this year to highlight its suppliers' farming practices.
Big brands like Coca-Cola and Budweiser are skipping the game this year, making newbies like Chipotle airtime. A 30-second commercial during the soccer game will gross the companies around $ 5.5 million this year, a little less than 2020's around $ 5.6 million.
Chipotle is one of the rare winners of the coronavirus pandemic in the hospitality industry. The burrito chain's digital sales have more than tripled in the past two quarters, and its stocks are up 72% over the past year, bringing their market value to $ 41.9 billion.
However, the pandemic also presents new difficulties for advertisers who need to worry about striking the right note when soccer game commercials tend to tend towards comedic and star-studded.
Chipotle's ad aims to encourage customers to return to their restaurants by focusing on the promise of "eat with integrity" and the way it sources its ingredients. In an ad, a boy asks if a burrito can change the world from lower carbon to happier farmers while showing pictures of peppers and tomatoes being grown, picked and transported.
In a press release announcing the news, Chipotle said the pandemic had shifted consumers towards a "community-based society" in order to make them aware of the impact of where and how they spend their dollars.
"We want to use this massive platform to raise awareness of positive change to our food system challenges and educate consumers on how they can make a difference," said Chris Brandt, chief marketing officer, in a statement.
On Super Bowl Sunday, Chipotle will donate a dollar from every order to the National Young Farmers Coalition, an advocacy group for young farmers, and customers who order through the chain's website or app will not have to pay a delivery fee.
For years, the company and its foundation have donated millions of dollars to help U.S. farmers. Chipotle donates 5% of the profits from the Tractor Beverages beverages sold at its locations for purposes that benefit farmers.