從元宇宙到農田：Chipotle 如何透過科技推動永續農業

全球知名墨西哥風味快餐品牌 Chipotle 宣布推出全新永續發展行銷計畫，結合創新數位體驗、公益行動與農業永續發展，強化品牌「耕耘更美好的世界（Cultivate a Better World）」的核心理念。此計畫涵蓋三大重點：全新廣告影片《Unfolded》、元宇宙行銷體驗與農業捐助計畫，目標在於提升消費者對永續農業的關注，並支持農民採取環保種植方式。

Global Mexican-inspired fast-casual restaurant brand Chipotle has announced a new sustainability-focused marketing initiative that integrates innovative digital experiences, philanthropic actions, and agricultural sustainability efforts. This initiative reinforces the brand’s core mission of "Cultivate a Better World" and consists of three key elements: a new commercial titled "Unfolded", a metaverse marketing experience, and an agricultural donation program. The campaign aims to raise consumer awareness of sustainable farming and support farmers in adopting eco-friendly agricultural practices.

創新廣告《Unfolded》 展現永續農業願景

Chipotle 於 2 月 26 日正式發布 60 秒廣告影片《Unfolded》，影片透過動畫視角展現 Chipotle 如何推動農業轉型，從傳統大規模工業化農業逐步轉變為環保永續的耕作方式，最後畫面來到 Chipotle 餐廳，傳遞品牌對負責任採購與可持續食品供應的承諾。

影片最大亮點在於其視覺風格——整個世界彷彿由折紙構成，卡車行駛在農田間，沿途將單調的紙板色工業化農場轉變為繽紛、生機盎然的可持續農場，象徵 Chipotle 為農業帶來的積極變革。

Innovative Commercial "Unfolded" Showcases a Vision for Sustainable Agriculture

On February 26, Chipotle officially released a 60-second commercial titled "Unfolded", which visually illustrates the brand’s commitment to transforming traditional large-scale industrial farming into eco-friendly, sustainable agricultural practices. The commercial ends with a scene set in a Chipotle restaurant, emphasizing the company’s commitment to responsible sourcing and a sustainable food supply.

影片最後以 「Cultivate a better world」（耕耘更美好的世界） 作為結尾標語，強調 Chipotle 始終致力於食品產業的可持續發展，確保消費者享用的每一口餐點都來自對環境友善的供應鏈。

突破性數位行銷：將元宇宙與現實結合

Chipotle 再次展現其在數位行銷領域的前瞻思維，選擇將《Unfolded》廣告的首播平台設定在 Roblox 元宇宙，透過互動遊戲體驗讓消費者更加深入了解品牌的環保理念。

此次活動整合了 2022 年推出的「Burrito Builder」遊戲體驗，玩家可在 Roblox 平台內的 Carnitas Cinema 虛擬電影院 獲得觀看影片的機會，並透過遊戲解鎖支線任務，前 50,000 名觀看者將獲得 Chipotle 免費主餐優惠券。

A standout feature of the video is its unique visual style - the entire world appears to be made of origami paper. As a truck moves through the fields, the dull, brown industrial farms gradually transform into vibrant, thriving sustainable farms, symbolizing the positive impact of Chipotle’s initiatives on the farming industry.

The commercial concludes with the slogan "Cultivate a Better World," reinforcing Chipotle’s dedication to sustainability and ensuring that every meal it serves comes from an environmentally responsible supply chain.

Pioneering Digital Marketing: Merging the Metaverse with Reality

Chipotle continues to push the boundaries of digital marketing by choosing to premiere "Unfolded" within the Roblox metaverse, offering an interactive gaming experience that deepens consumer engagement with the brand’s sustainability efforts.

The campaign is integrated with the "Burrito Builder" experience, first introduced in 2022. Within the Carnitas Cinema virtual theater on Roblox, players can watch the commercial and unlock additional game missions. The first 50,000 viewers will receive a free Chipotle entrée coupon, creating a unique blend of digital engagement and real-world rewards.

Chipotle 自 2021 年起積極投入元宇宙行銷，並持續在該領域尋求創新，即便市場關注點逐漸轉向生成式 AI，Chipotle 依然相信數位技術能成為品牌與消費者之間的橋樑，讓消費者在虛擬世界中體驗品牌理念，進而轉化為現實中的忠實顧客。

持續投資農業永續 200 萬美元捐助計畫啟動

除了數位行銷策略外，Chipotle 亦持續推動農業永續發展，宣布將向四所大學提供 200 萬美元捐助，以支持農業創新、農民教育與可持續耕作技術的發展。受惠學校包括：

這筆捐款是 2021 年 Chipotle 發起的「500 萬美元年輕農民支持計畫」 的一部分，旨在幫助下一代農業專業人士發展更環保的種植技術，減少對化學肥料與農藥的依賴，並提高農產品的可持續性。

此外，Chipotle 亦推動 「Chipotle Cultivate Foundation」圓零捐款計畫，消費者在結帳時可選擇四捨五入金額，將零頭捐贈給該基金會，直接支持永續農業與年輕農民培育計畫。

品牌高層：推動農業永續的承諾

Chipotle 行銷長 Chris Brandt 表示：「作為一家致力於促進對人類與地球皆有益農業的品牌，Chipotle 持續探索如何推動農業轉型並支持農民發展更環保的種植方式。我們深信，透過這些具影響力的專案，由農業創新領域最優秀的專家領導，將能為可持續農業的普及帶來希望，確保未來的食品供應更加健康與環保。」

Since 2021, Chipotle has been actively investing in metaverse marketing and continues to innovate in this space despite industry shifts toward generative AI. The company believes that digital technology serves as a bridge between the brand and consumers, allowing them to experience Chipotle’s mission in the virtual world and translate that engagement into brand loyalty in the real world.

Ongoing Investment in Agricultural Sustainability: $2 Million Donation Program

Beyond digital marketing, Chipotle remains committed to agricultural sustainability, announcing a $2 million donation to four universities to support agricultural innovation, farmer education, and sustainable farming techniques. The beneficiaries include:

This donation is part of Chipotle’s $5 million Young Farmer Support Initiative, launched in 2021, which aims to empower the next generation of agricultural professionals by developing eco-friendly farming techniques, reducing reliance on chemical fertilizers and pesticides, and improving the sustainability of farm operations.

Additionally, Chipotle is promoting its "Chipotle Cultivate Foundation" through a round-up donation program, allowing customers to round up their purchase totals at checkout, with the extra amount donated directly to support sustainable agriculture and young farmer programs.

Chipotle 一直以來都將 農業永續發展視為品牌核心價值，透過資助農業教育計畫、推動環保種植技術，並與農民社群合作，確保食品供應鏈的環保與公平性。

行銷策略推動業績增長

Chipotle 近期財報顯示，2024 年第四季的同店銷售成長率達 5.4%，全年增長達 7.4%，顯示品牌行銷策略與產品品質持續受到消費者肯定。高層在財報會議上指出，創新的數位行銷與品牌價值推廣 是業績增長的關鍵因素之一。

未來，Chipotle 計畫進一步擴展其數位行銷策略，並深化與農業界的合作，推動更多永續發展專案，確保品牌能在競爭激烈的市場中持續成長，並發揮更大的社會影響力。

結語：融合科技、公益與品牌價值 引領食品產業未來

Chipotle 透過此次全新行銷計畫，成功結合數位科技、社會責任與品牌價值，不僅深化消費者對品牌的認同，也讓年輕族群透過元宇宙遊戲與虛擬體驗更加了解環保農業的重要性。

Executive Leadership: Chipotle’s Commitment to Sustainable Farming

Chipotle’s Chief Marketing Officer, Chris Brandt, stated:

"As a brand committed to promoting farming practices that benefit both people and the planet, Chipotle continuously explores ways to drive agricultural transformation and support farmers in adopting more sustainable growing methods. We believe that by funding impactful projects led by the best experts in agricultural innovation, we can foster the widespread adoption of sustainable farming and ensure a healthier, more eco-friendly future for food production."

Chipotle has long prioritized sustainable agriculture as a core brand value, supporting agricultural education, promoting eco-friendly farming techniques, and collaborating with farming communities to maintain an environmentally responsible and fair food supply chain.

Marketing Strategy Driving Business Growth

Chipotle’s latest financial report shows that same-store sales grew by 5.4% in Q4 2024, with a full-year growth of 7.4%, reflecting strong consumer approval of the brand’s marketing strategies and product quality. Company executives highlighted that innovative digital marketing and brand value-driven initiatives were key factors contributing to this growth.

未來，Chipotle 將持續投資農業永續發展，並透過創新行銷策略推動「耕耘更美好的世界（Cultivate a Better World）」的品牌願景，為食品產業帶來更深遠的影響力。

Looking ahead, Chipotle plans to expand its digital marketing efforts further, strengthen collaborations within the agricultural sector, and develop more sustainability-focused initiatives, ensuring continued growth in an increasingly competitive market while amplifying its positive social impact.

Conclusion: Merging Technology, Philanthropy, and Brand Values to Shape the Future of the Food Industry

Chipotle最新的永續行銷計畫展現出該品牌將科技創新、社會責任與商業成長有效結合，成為推動食品產業永續發展的典範。其廣告影片《Unfolded》以折紙動畫手法傳達永續農業理念，不僅創新且具情感共鳴，能有效引發消費者對可持續農業的思考。這種視覺敘事手法避免說教，改以生動故事呈現Chipotle在農業轉型中的積極角色，讓觀眾更易理解品牌的核心價值。

With its new sustainability marketing campaign, Chipotle successfully integrates digital innovation, social responsibility, and brand values, not only strengthening consumer loyalty but also educating younger audiences on the importance of sustainable agriculture through metaverse experiences and interactive gaming.

思享永續顧問服務公司的賴昱瑋會計師認為，Chipotle 透過結合創新行銷、科技應用與農業支持，成功將「耕耘更美好的世界」的理念轉化為具體行動，並在消費市場與環境保護之間找到平衡。這種整合策略不僅帶動業績成長，更為食品產業樹立了兼顧商業成效與社會責任的成功典範。

Looking forward, Chipotle remains committed to investing in sustainable agriculture and driving innovative marketing strategies to further "Cultivate a Better World." Through these efforts, Chipotle is pioneering a new era of sustainability in the food industry, ensuring a lasting impact on both the environment and society.