Read Malcolm Gladwell, Jonathan Safran Foer While Chowing Down Chipotle

Fast Feeder Unveils Brainy New Packaging

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It's always nice to have something to read while eating, and Chipotle is making that a reality with brand-new packaging that features writings from authors like Malcolm Gladwell, Michael Lewis, Toni Morrisson and Jonathan Safran Foer and other personalities. The program is part of "Cultivating Thought," a new series that features original essays from those authors, comedians and actors. The series was curated by Mr. Foer.

"Packaging in fast food restaurants is typically sold to advertisers, or used to promote new limited-time menu items, but we have never used our packaging that way," Mark Crumpacker, chief marketing and development officer at Chipotle, said in a statement. "Instead, we have used it to entertain our customers using wit, humor and design. Following in that tradition, our new packaging allows customers to connect with a great selection of entertaining and thought-provoking authors they may not otherwise have encountered."

According to Vanity Fair, Mr. Foer (who also happens to be a vegetarian) was one day sitting in a Chipotle and hadn't brought anything to read with him. He also doesn't own a smartphone. That's when the idea struck him. He had met Chipotle CEO Steve Ells years earlier, and decided to shoot him an email. That led to this campaign.

Each writer's work will be featured on a cup or bag. The essays are all designed to be read in two minutes. Read the full story on the new Chipotle packaging on Adage.com.

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Date
May 15, 2014
Client:
Chipotle
Category
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