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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?

Location Global

Scope
Chipotle is the second most popular fast food restaurant in the US. [1] Serving 800,000 people a day, it took $4 billion in revenue in 2014, appealing to an audience of Gen Yers who like their fast food to feel as authentic as it is tasty.

But while it’s known for good food, ethical ingredients and innovative advertising, it’s now taking a step in a more cultured direction, teaming up with writer Jonathan Safran Foer to launch the ‘Cultivating Thought’ Project, which sees the chain’s packaging spruced up with short stories. But do people really ...

Canvas8

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