Chipotle Releases Short Film, ‘A Love Story’
July 06 2016 - 9:00AM
Business Wire
Animated tale tells story of the evolution of two fictional fast
food restaurants
Chipotle Mexican Grill (NYSE: CMG) today released “A Love
Story,” an original, animated short film that follows the story of
two young entrepreneurs, Ivan and Evie, and the escalating rivalry
that leads them to build competing fast food empires.
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View the full release here:
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Chipotle releases "A Love Story," an
original, animated short film that follows the story of two young
entrepreneurs, Ivan and Evie, and the escalating rivalry that leads
them to build competing fast food empires. (Photo: Business
Wire)
“We are changing the way people think about and eat fast food,”
said Mark Shambura, director of brand marketing at Chipotle. “That
starts with using excellent ingredients, and preparing those
ingredients using classic cooking techniques. ‘A Love Story’
illustrates how competition propelled these two once-simple
concepts to become something neither of their founders envisioned —
reliant on limited time offers, vast menus and heavily processed
food.”
“A Love Story” continues Chipotle’s tradition of animated short
films and innovative content that illustrates how competition among
food businesses can cause them to become something that was not
initially intended. The film was made by Chipotle in conjunction
with Passion Pictures, a renowned animation production company that
has won multiple Academy Awards, BAFTA Awards, Emmy Awards, and
advertising awards for its feature films, television programming
and commercial content, and CAA Marketing, and was directed by
award-winning director, Saschka Unseld. The film is set to a remake
of the Backstreet Boys’ 1999 hit song “I Want it That Way” recorded
as a duet by GRAMMY Award® winner, Alabama Shakes’ lead singer
Brittany Howard and GRAMMY Award® nominated My Morning Jacket
frontman Jim James, and produced by GRAMMY Award® nominated
producer Blake Mills. The song will be available for streaming on
Spotify, Pandora, and SoundCloud.
Chipotle’s first original short film, “Back to the Start,” was
released in 2011, and followed a farmer’s evolution from small,
sustainable farming to large, industrial farming before going “back
to the start” and returning to farming the way he did it in the
beginning. The film was set to a Willie Nelson remake of Coldplay’s
song “The Scientist.” In 2013, Chipotle released “The Scarecrow,”
which highlighted issues associated with heavily processed food.
“The Scarecrow” was set to a remake of the song “Pure Imagination”
from the 1971 film classic “Willy Wonka and the Chocolate Factory,”
performed by GRAMMY Award®–winning artist Fiona Apple. In 2014,
Chipotle launched “Farmed and Dangerous,” a four-episode scripted
satire series that explored how perceptions are created in the
industrial food sector. Collectively, its entertainment oriented
content programs have won numerous awards, including the Film Lions
Grand Prix and the Branded Content and Entertainment Lion at the
Cannes Lions Festival.
“Chipotle is very different than traditional fast food
restaurants, and our marketing reflects those differences,” said
Shambura. “By telling elements of Chipotle’s story through films
that are primarily meant to entertain viewers, we have been able to
prompt a number of important conversations about food and issues in
food. While we hope consumers find ‘A Love Story’ as entertaining
as we do, we also hope it encourages them to think about how food
is made.”
“A Love Story” can be viewed online at
Chipotle.com/alovestory.
ABOUT CHIPOTLE
Steve Ells, founder, chairman and co-CEO, started Chipotle with
the idea that food served fast did not have to be a typical fast
food experience. Today, Chipotle continues to offer a focused menu
of burritos, tacos, burrito bowls (a burrito without the tortilla)
and salads made from fresh, high-quality raw ingredients, prepared
using classic cooking methods and served in a distinctive
atmosphere. Through our vision of Food With Integrity, Chipotle is
seeking better food from using ingredients that are not only fresh,
but that — where possible — are sustainably grown and raised
responsibly, with respect for the animals, the land and the farmers
who produce the food. In order to achieve this vision, we focus on
building a special people culture that is centered on creating
teams of top performers empowered to achieve high standards. This
people culture not only leads to a better dining experience for our
customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and operates more
than 2,000 restaurants, including 20 Chipotle restaurants outside
the U.S. and 15 ShopHouse Southeast Asian Kitchen restaurants, and
is an investor in an entity that owns and operates three Pizzeria
Locale restaurants. For more information, visit Chipotle.com.
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Chipotle Mexican GrillChris Arnold,
303-222-5912carnold@chipotle.com
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