Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food: from cooking food fresh daily, to building a supply chain of 7,000+ farmers, to sourcing more local produce and sustainably raised meat than anyone, anywhere.

Believing that the more people know this about Chipotle, the more likely they will become passionate and loyal customers Chipotle asked us to tell this story. So we created a content driven marketing platform called “Cultivate a Better World" that was designed to emotionally engage customers in Chipotle’s journey to create a more sustainable future.

First, Chipotle established the Cultivate Foundation so that our marketing initiatives could have a charitable component.

Next we reinvented the loyalty program with an interactive platform called, "The Farm Team", which rewards customers for learning more about Chipotle's mission rather than eating more of their food.

Then came, Cultivate Chicago – a food festival for the people, where 17,000 attendees - alongside famous chefs, farmers, local artisans, craft brewers and popular bands -- joined Chipotle in Cultivating a better world.

Finally we launched, "Back To The Start" - an animated short film on the state of the fast food industry. Distributed online and on 10,000 movie screens, the film ignited a national conversation in mainstream news and across social media. The film's soundtrack, made exclusively for Chipotle, "The Scientist," was played on radio and sold on iTunes, with all proceeds supporting the Cultivate Foundation.

Then Back To the Start took Chipotle on their first foray into television, as the entire two-minutes and fifteen-seconds of the film, aired during the 54th annual Grammy Awards -immediately following Coldplay's live performance. An audience of over 40MM viewers catapulted our song to the #1 Country song on iTunes.

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