CULTIVATE is a platform that invites people to join CHIPOTLE’S mission of changing fast food culture. Films, an evergreen food festival, a foundation, an influencer campaign, and digital campaigns were created to inspire people to care about where their food comes from.

BACK TO THE START the award-winning CHIPOTLE ad, uses stop-motion animation to tell the story of a farmer who transitions from industrial farming back to sustainable practices. Featuring Willie Nelson's cover of Coldplay's "The Scientist," the ad emphasizes themes of animal welfare and ethical farming. This impactful short film resonated with audiences by highlighting the importance of sustainable food practices and sparking a broader conversation about the future of farming, earning multiple awards including two Cannes Grand Prix Lions and a Grand Clio.

ABANDONED, a music video featuring Karen O's cover of "Mamas Don't Let Your Babies Grow Up to Be Cowboys," highlights the challenges farmers face against industrial agriculture. Directed by David Altobelli, the film underscores Chipotle's dedication to sustainable farming, enhanced by Karen O's emotive rendition.

THE SCARECROW is an award-winning animated short film by CHIPOTLE that portrays a dystopian world of industrial food production dominated by the fictional Crow Foods. The protagonist, a disillusioned scarecrow, sets out to promote sustainable and ethical farming practices, aligning with Chipotle's values. Accompanied by Fiona Apple's haunting cover of "Pure Imagination," the ad garnered significant acclaim, including the Grand Prix at Cannes Lions and multiple Daytime Emmy Awards.

The CULTIVATE FESTIVAL by CHIPOTLE is a free, all-day event that combines food, music, and educational activities centered around sustainable food practices. Hosted in various cities across the U.S., the festival features live performances by popular musical acts, cooking demonstrations by renowned chefs, and artisan food and drink vendors. Its goal is to raise awareness about responsible farming and food production, aligning with Chipotle's mission of promoting sustainably grown and ethically raised ingredients.