Chipotle Mexican Grill is the latest brand to announce its first Super Bowl ad buy.
The restaurant chain plans to use 30 seconds of air time to promote a purpose-driven message, kickstarting its efforts to help the future careers of young farmers—while showcasing its signature burrito.
The ad begins with a young boy dining at home, burrito in hand, who poses the question “what if this could change the world?”
His sister adds some older sibling snark. "A burrito?" she replies. "You are so weird."
The spot, set to run during the game’s second quarter, comes from Venables Bell & Partners. It focuses on how food choices can affect the future, the kind of message that the “Food with Integrity” chain has been promoting for years. The boy hopefully narrates the changes that could happen while traveling through farms and fields before returning back to the kitchen.
"How we grow our food is how we grow our future,'' reads text on the screen toward the end of the 30-second spot.
And with the siblings dining at home, there’s a delivery message to, um, deliver as well. On Feb. 7, Chipotle will waive delivery fees on its app and site for orders of $10 or more. And it will donate $1 from every Super Bowl Sunday delivery order—including those made through third-party apps—to the National Young Farmers Coalition. Also, from now through February, diners can opt in to round their order charges up to the next dollar amount, with the proceeds going to that organization.