Chipotle Mexican Grill is out with a new short video and costume contest aimed at silencing critics of its non-GMO food effort with a bit of spooky fun.
The video shows what at first appears to be the typical ordering process at Chipotle, though it quickly twists into a somewhat creepy, additive-filled walk through "Cheapotle."
The "Endless Line" video was created by Piro, which also worked with Chipotle on its Farmed and Dangerous show.
Also on Monday, Chipotle announced its Halloween plan for 2015. Rather than just dressing up to get the company's annual discount, this year Chipotle said it wants to see people wearing costumes featuring one unnecessary item. The plan is to show customers that unnecessary additives in food -- which the company famously says it doesn't use -- are, well, unnecessary.
"We've always focused on sourcing the highest quality ingredients, and we are challenging our customers to learn about the unnecessary ingredients used in typical fast food by adding something 'unnecessary' to their costume," Mark Crumpacker, chief creative and development officer, said in a statement.
Those who play along will receive a $3 burrito, bowl, salad or tacos from 5 p.m. to close on Oct. 31. Proceeds, up to $1 million, will benefit the Chipotle Cultivate Foundation, which provides resources to farmers and supports cooking education and nutritious eating.
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