Shoot Down 'Taste Invaders' in Chipotle's 8-Bit Video Game

Space Invaders-Inspired Challenge Continues Restaurant's Battle Against Artificial Ingredients

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Chipotle's war against artificial ingredients rages on -- this time, in the form of a video game.

The healthy fast food chain just introduced Chipotle Taste Invaders, an addictive, Space Invaders - style 8-bit game that challenge players to shoot down unnecessary additives found in fast foods.

Players shoot down "bad guys" such as sodium alginate, which according to the game "tastes like sodium, alginate and despair," tertiary butylhydroquinone, which "hides in typical fast food. Also hates kittens," and disodium inosinate and guanylate, "an additive element that's kind of a mean jerk." Pizza, subs and burgers also make an appearance as "additive mother ships" that are "filled with additives, fueled by doom."

According to Chipotle Spokesman Chris Arnold, the game is part of the brand's strategy "to highlight the collective beauty of the ingredients we use, and to contrast that with the complex array of artificial ingredients used in traditional fast food. While many fast food companies are moving to get away from at least some artificial ingredients, we have never been reliant on them and always believed that food is better when made with real, whole ingredients. While artificial ingredients may be perfectly safe, they're simply not necessary."

The brand will be promoting the game over the next six weeks through social and online. The Chipotle site currently features the 8-bit style of the game.

Taste Invaders was created in partnership with GSD&M, which the brand hired as its media agency and to work on select creative projects in May of last year. The brand also continues to work with CAA Marketing, which created the award-winning "Back to the Start" and "Scarecrow" campaigns. The company works with multiple agency partners and does not have a single AOR.

Other food chains have tapped into the nostalgic 8-bit game trend. KFC, for example, featured one in its "Hall of Colonels" via Wieden & Kennedy Portland.

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Sep 24, 2015
Chief Creative Officer:
Jay Russell
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Victor Camozzi
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