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  • Does a burrito taste better in fancy packaging?
  • Does a burrito taste better in fancy packaging?
    Foodblogs (2015) ©
CASE STUDY

Chipotle's Cultivating Thought: cups and bags with stories to tell

“Must a cup or bag suffer an existence that's limited to just one humble purpose?” Given that, as part of its Cultivating Thoughts campaign, Chipotle’s packaging is now adorned with evocative literature, the chain doesn’t seem to think so. But is there such a thing as intelligent wackaging?