Chipotle is using a charitable cause to send the message to consumers that its food contains “no junk.”
Starting tomorrow (Friday), the restaurant chain will begin running online banner ads that ask consumers to forward their junk e-mails to firstname.lastname@example.org. For every 100,000 junk e-mails Chipotle receives, it will donate $10,000 to a nonprofit organization called The Lunch Box, which in turn, will provide healthier lunch recipes for 100,000 schools nationwide.
In addition to banner ads, Chipotle has added a tab on its Facebook fan page to promote the “No junk” effort. The tab reads: “We don’t like junk. Not in our in-boxes. Not in our food.” It also shows progress of how many e-mails have been received so far and how much money has been raised for The Lunch Box.
The move is part of the restaurant chain’s ongoing campaign, dubbed “Food with Integrity,” said Chipotle rep Chris Arnold. “We have a long-standing commitment to serving food made with better quality, sustainable ingredients,” he said. “That’s how the concept for ‘No junk’ was born: We’re encouraging [consumers] to take some of the junk they get on a daily basis and turn it into something positive.”
The campaign is scheduled to run through August or until the company meets its goal of 500,000 junk e-mails, which translates to a $50,000 contribution to The Lunch Box.
Arnold added: “The more people participate, the more good it will do.”