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| An example of the cups being used by Chipotle as part of a new series that includes writing by authors like Toni Morrison, George Saunders and Jonathan Safran Foer. (Image and caption from The New York Times) |
Today, I had the privilege of satisfying my lunch-hunger with a Chipotle bowl. Personally, I didn't quite pay attention to the printed-content of my to-go bag because I was either too busy enjoying my food or I was already on my way back to work. It wasn't until I placed the recycled, brown bag on my desk that I noticed the "Two Minutes of Rambling Wisdom" by Judd Apatow. Here's a thought-provoking excerpt from his piece, printed on one side:
"Don't be a jerk. Try to love everyone. Give more than you take. And do it despite the fact that you only really like about seven out of 500 people."
Upon doing a little bit of research, I ran into a few articles that saw the negative out of the thoughtful campaign. As it turns out, Chipotle's "Cultivating Thought" campaign did not include any Mexican/Mexican-American authors in its series. Several popular media sources, including The Huffington Post, have posted about the matter while some have voiced their opinions through social media. Although Chipotle has given a "reasonable" response (reportedly reached out to more than 40 authors, which included a few Latino writers), the campaign continues to be a trending topic amongst the company's followers, especially in the Mexican community.
What do you think of Chipotle's "Cultivating Thought" campaign? Did not having a Mexican/American Mexican author as part of the launch hurt the brand? Why or why not? Please feel free to discuss in the comments below.
The "Cultivating Thought" campaign can be viewed in its entirety at cultivatingthought.com.
