Chipotle always has fun on Halloween with its annual Boorito fundraiser—offering a $3 burrito, bowl, salad or tacos from 5 p.m. until closing to those wearing costumes, with proceeds (up to $1 million) going to the brand's sustainable and healthy food foundation.
This year, the chain has added a spooky new requirement: To qualify for the Boorito deal, have to add an unnecessary ingredient to your costume—much as Chiptle's frightening rivals add unnecessary ingredients to their food.
The promotion is being advertised with the spot below, from production company/agency Piro, which worked on Chipotle's "Farmed and Dangerous" scripted satire last year, among other projects. In the amusing ad, a woman discovers what it would be like if Chipotle served traditional fast food rather than cooking by hand.
"Piro likes to present up to 40-50 loose ideas based on Chipotle's brief, which we discuss as a team, pulling out favorites and usually arriving at a new or modified idea to move forward with," says Tim Piper, director and founding partner at Piro. "In the case of this video, Chipotle wanted to depict what their line might look like if they used all the additives so many fast-food restaurants use."
Chief Creative & Development Officer: Mark Crumpacker
Director Brand Marketing: Mark Shambura
Director of Advertising: Ryan Murrin
Brand Voice Lead: William Espy
Marketing Project Manager: Carly Atto
Brand Design Lead: Anna Tou
Production Company/Agency: Piro
Director: Tim Piper
Executive Producers: Daniel Rosenberg and Tim Piper
Producer: Josh Rothfeld
Production manager: Haley Papageorge
DP: Christophe Lanzenberg
Gaffer: Charlie McNamara
Key Grip: Dave Araki
Writers: Jeff Astrof, Tim Piper and Daniel Rosenberg
Production Designer: Matt Duncan
Propmaster: Jeff Monte
First AD: Mark Kaufman
Casting: Grande Morris
Post Producer: Michael Uys
Editor: Mike Feldman
Sound design and mixing: JD Heilbronner, Color
Music: Jordan Yaeger
Special FX: Matthew Lincoln & Perry Kroll
Colorist: Damien Vandercruyssen
Color Producer & Facility: Katie Andrews, C03