Chipotle Mexican Grill has aired its first-ever Super Bowl ad this year to highlight the farming practices of its suppliers. While larger brands were sitting out the game this year, the airtime was snapped up by newcomers like Chipotle. (A 30-second commercial during the football game will set companies back about $5.5 million this year, slightly less than 2020′s rate of roughly $5.6 million.)
Chipotle is one of the rare winners of the pandemic within the restaurant industry. The burrito chain has seen its digital sales more than triple in its last two quarters, and its stock has soared 72% in the last year, raising its market value to $41.9 billion.
Chipotle’s ad aims to keep customers coming back to its restaurants by focusing on its “food with integrity” pledge and how it sources its ingredients. In the commercial, a boy asks if a burrito can change the world. He speculates how it could change things, from emitting less carbon to making farmers happier.
In a press release Chipotle said that it believes that the pandemic has shifted consumers toward a “community-focused society,” making them more aware of the impact of where and how they spend their dollars.