Chipotle releases “A Love Story,” an original four-minute short film created by Passion Pictures, that follows the story of two young entrepreneurs, Ivan and Evie, and the escalating rivalry that leads them to build competing for fast food empires. Nice try to recover from the fallout of the illness concerns that kept diners away…
“We are changing the way people think about and eat fast food,,a number of” said Mark Shambura, director of brand marketing at Chipotle. “That starts with using excellent ingredients, and preparing those ingredients using classic cooking techniques. ‘A Love Story’ illustrates how competition propelled these two once-simple concepts to become something neither of their founders envisioned — reliant on limited time offers, vast menus and heavily processed food.”
The film is set to a remake of the Backstreet Boys’ 1999 hit song “I Want it That Way” recorded as a duet by Alabama Shakes’ lead singer Brittany Howard and My Morning Jacket frontman Jim James, and produced by Blake Mills.
“Chipotle is very different than traditional fast food restaurants, and our marketing reflects those differences,” said Shambura. “By telling elements of Chipotle’s story through films that are primarily meant to entertain viewers, we have been ablesome important conversations about food and issues in food. While we hope consumers find ‘A Love Story’ as entertaining as we do, we also hope it encourages them to think about how food is made.”
Chipotle’s first original short film, “Back to the Start,” was released in 2011, and followed a farmer’s evolution from small, sustainable farming to large, industrial farming before going “back to the start” and returning to farming the way he did it in the beginning. The film was set to a Willie Nelson remake of Coldplay’s song “The Scientist.” In 2013, Chipotle released “The Scarecrow,” which highlighted issues associated with heavily processed food. “The Scarecrow” was set to a remake of the song “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory,” performed by artist Fiona Apple. In 2014, Chipotle launched “Farmed and Dangerous,” a four-episode scripted satire series that explored how perceptions are created in the industrial food sector.
