Why Chipotle and Kacey Musgraves are going to rock your Thanksgiving

Again in 2011, Chipotle launched a model marketing campaign known as “Domesticate a Higher World,” aiming to increase consciousness and affinity for the model’s dedication to high-quality components, household farms, and sustainable agriculture. The crown jewel was a cute, stop-motion quick movie known as “Again to the Begin,” that includes a Willie Nelson cowl of the Coldplay hit “The Scientist.” After first exploding on-line, the model used it as its first-ever nationwide TV advert by airing it in its two-minute entirety through the 2012 Grammys.

Created by CAA Advertising and marketing (now a separate company known as Observatory), the movie was a bonafide hit, drawing hundreds of thousands of views and reams of nationwide information protection whereas additionally gathering armloads of advert business awards.

Now, a decade later, the model is doing what one does in 2021 when you will have an leisure property with any residual cultural goodwill: It’s launching a sequel. The brand new piece, “A Future Begins,” takes us again to the unique farm and household, and the challenges of turning into a younger farmer, all set to a Kacey Musgraves cowl model of Coldplay’s “Repair You.”


Chipotle chief advertising officer Chris Brandt joined the corporate in 2018, so he wasn’t round for “Again to the Begin.” However he definitely remembers it. “I assumed it was wonderful,” says Brandt, who has beforehand served as chief model officer at Bloomin Manufacturers (the guardian firm of Outback Steakhouse) and Taco Bell. “I assumed then, and nonetheless assume, it’s the most effective piece of artistic ever executed within the restaurant area. It actually confirmed the essence of what Chipotle was about, when it comes to its meals with integrity, devotion to sustainable farming practices, and actually captured this concept of Chipotle in a method that didn’t really feel like promoting.”

The model has lengthy supported farmers, not solely by its provide chain but in addition with it’s Cultivate Foundation. The muse’s focus this 12 months has been to assist the following technology of farmers. Brandt says that the common farmer is sort of 60 years outdated, and the corporate is wanting forward to an impending generational transition in farmland. In partnership with the Nationwide Younger Farmers Coalition (NYFC), Chipotle is advocating for coverage change within the 2023 Farm Bill. As a part of this marketing campaign, Chipotle is asking its followers to donate to the NYFC by the brand’s round-up feature, in addition to to signal the NYFC’s petition asking Congress to make investments $2.5 billion to safe 1 million acres for younger farmers and farmers of shade.

“We wish to assist younger farmers as a result of they have an inclination to use extra sustainable practices, accountable agriculture, extra natural farming, and that type of factor,” says Brandt. “Given the challenges farming is dealing with, we thought of what we might do to increase consciousness, and we wished to pay homage to the earlier work by making a sequel.”

The brand new movie was created by the identical company, Observatory, and the stop-motion manufacturing firm Nexus Studios. The latter options closely in a 10-minute, behind-the-scenes video that the model produced. However a sequel wasn’t all the time on the desk. Observatory CEO Jae Goodman says that the preliminary temporary from Brandt was to restate the model’s function, that it’s as dedicated right this moment to cultivating a greater world because it’s ever been. “If we’re going to restate our function round cultivating a greater world, forgive the phrase, however let’s return to the beginning,” says Goodman. “Let’s return to that farmer who turned that manufacturing unit farm again right into a household farm.”

It additionally wasn’t a provided that the soundtrack could be one other Coldplay cowl. The unique was one of many solely situations the place the band has commercially licensed a track. Goodman says that Observatory searched for one more track to match the sequel however stored coming again to “Repair You.” After watching an early tough lower of the movie, the band agreed to having its track used. Goodman calls Musgraves the right younger, country-pop cross-over artist to deliver it to life. “I believe the music right here drives residence the emotional impression,” provides Brandt.

Quite a bit has occurred to Chipotle as a model within the final decade, not the least of which has been being plunged into and then rising from a food-safety scandal that introduced to mild the corporate’s Meals with Integrity initiative was extra advertising than model function. Extra lately, it’s been enjoying the position of mannequin marketer, main the best way on how a model can and ought to work together with tradition. From turning into probably the most adopted model on TikTok, hosting a job fair on Discord, and gifting away $100,000 worth of bitcoin to opening a restaurant contained in the Roblox metaverse—Brandt says that these strikes come from a core technique of all the time in search of new methods to make Chipotle extra seen, extra related, and extra beloved, whereas creating content material that truly suits the viewers and how they use every platform.

Given how our media consumption habits have developed over the previous decade, maybe one of many largest surprises is that the model can also be harking again to that unique format of a two-minute lengthy advert with a great ol’ normal, high-profile TV drop. “A Future Begins” launches on-line right this moment however will then make its broadcast debut on Thanksgiving Day through the NFL’s Raiders-Cowboys recreation on CBS. For a restricted time, Chipotle can also be slapping each meals order bag with mini-movie poster stickers, that includes a QR code that hyperlinks to the advert.


“We’re all the time in search of the combination between Chipotle and tradition, and to present up a bit bit in a different way than all people else,” says Brandt. “We strive to stability between constructing gross sales for right this moment, and constructing the model over time. That is clearly a brand-over-time effort. The largest problem is making one thing that may stand subsequent to that [past] work and really feel pretty much as good, impactful, and enjoyable.”