Saturday, March 25, 2017

Chipotle’s Visceral Engagement Is a Good Idea

 When sales are lagging and adults are still steering clear of your front door long after you resolved heightened awareness of foodborne illness at select locations.  One thing is clear you need more education and communication targeted with a proactive message about your new and improved operating standards focused at adults as you begin cultivating GenZ.  

Well that’s just what Chipotle Mexican Grill has done with its new original video series ‘RAD Lands’ to help educate families and kids ages 7 to 10 about where their food comes from and how it is prepared.  Executives at Chipotle stated that “RAD Lands,” is available for download exclusively on iTunes. 

The GEnZ focused series features celebrity chefs, musicians, and YouTube personalities, parents and kids alike might know the ilk of Amanda Freitag, Michael Voltaggio, Duff Goldman, the Neon Trees, Wayne Coyne of the Flaming Lips, and rapper Biz Markie. The video segments also include instruction on preparing snacks and meals. 

Mark Crumpacker, Chipotle chief marketing and development officer  stated “Chipotle is ensuring that better food is accessible to everyone,…We created ‘RAD Lands’ to educate young eaters and their parents about food in an entertaining and engaging way. We don't advertise to kids, so the show is completely unbranded. We hope that it sparks conversation and curiosity among families, ideally leading to smarter and more informed choices about food.” 

Crumpacker continued “RAD Lands” episodes feature an animated segment called "The Cultivators" that follows a small rebel squad’s journey to help save the galaxy’s plants and animals. Note: there is a charge for the series.  Season one is available exclusively on iTunes in the United States and Canada for $4.99. Alternatively, families can download the first episode for free, and the remaining five episodes for $1.99 each. 

As part of the “RAD Lands” launch and to support school lunches, Chipotle will donate $100,000 to the Chef Ann Foundation, a nonprofit organization that works with schools nationwide to provide the tools and resources they need to serve healthful and nutritious meals to students. 

To enhance the program’s reach to educators and students, Chipotle has partnered with Discovery Education, a leading provider of digital education content for K-12 classrooms, for RAD Lands In School. That online program for elementary students will launch later this spring, pairing “RAD Lands” episodes with lesson plans and activities.

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