Chipotle to air first Super Bowl commercial, showcasing local farmers

Chipotle is launching its first-ever Super Bowl commercial this year, using the major sporting event to host a spot that discusses “the challenges facing our food system,” the fast and casual restaurant chain said on Monday.

Even though a handful of large companies choose not to spend a lot of money on in-game ads to focus on coronavirus relief efforts.

It’s called “Can a burrito change the world?”

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The spot – called “Can a burrito change the world?” – will take place during the second quarter of Super Bowl LV. The spot will feature a young boy who is seen rhetorically asking, “Can a burrito change the world?”

Chipotle says the ad will highlight the impact its “Food with Integrity” standards could have on the world, such as reducing carbon emissions, saving water and supporting local farmers.

This is in stark contrast to measures by Budweiser, the Coca-Cola Company and PepsiCo, which decided to end ads for their products during the big game to focus on the coronavirus relief efforts.

However, the advertisement is part of Chipotle’s promise to “revitalize the declining agricultural industry for future generations.”

Part of the problem, according to Chipotle, is that it is becoming increasingly difficult for young farmers to find affordable land in the United States.

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Industry experts say affordable access to land is the biggest challenge preventing these young farmers from building successful careers in agriculture.

“Access to land is not only the main challenge for today’s farmers, but also the main reason people leave farming and the biggest obstacle preventing budding farmers from getting started,” he said. Holly Rippon-Butler, National Young Farmers Coalition land campaign manager, told FOX Business.

Rippon-Butler said the challenge of securing access to this land is “motivated by the fact that our legal, economic and political systems treat land as a commodity rather than a community resource.”

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This “manifests itself in rising land prices, the continued loss of land to development and increasing competition for farmland from non-farm buyers,” she added.

With millions of acres of land set to change hands over the next few years, Rippon-Butler said we have an “opportunity to meet this challenge.”

As part of its efforts, Chipotle said it is investing $ 5 million over five years to “help remove barriers and enable the next generation of farmers and ranchers to succeed.”

The company also pledged to donate $ 1 to young farmers for every game day delivery order.

“We want to use this massive platform to help shift the focus towards creating positive change in the face of the challenges our food system faces and educating consumers on how they can make a difference,” said Chris Brandt, Director of Chipotle Marketing.