Chipotle has released its first-ever Super Bowl commercial that will air in the second quarter of Sunday night's game between the Tampa Bay Buccaneers and the Kansas City Chiefs.
In the ad titled Can a Burrito Change the World?, a young boy talks with his unimpressed sister about the long-chain of sustainability that can stem from responsibly harvested food.
"One of the things we know now more than ever is that consumers want to know what a brand's values are," Chris Brandt, chief marketing officer at Chipotle, told Cheddar on Tuesday.
Beyond drawing attention to the quality of the restaurant chain's ingredients, putting the spotlight on hard-working American farmers was another centerpiece of the production, according to Brandt.
"We thought it would be a great chance to talk about what our food philosophy is, and we also wanted to draw attention to the plight of farmers because being a farmer today has never been more difficult — even before COVID," he said, adding that Chipotle is pledging $5 million over the next five years to support young American farmers.
The 30-second time slot is estimated to have cost Chipotle a whopping $5.5 million, but Brandt says the commercial is less about immediate return on investment and more about raising brand awareness.
"We believe that the more you find out about what Chipotle's doing, the more you'll love the brand and that will lead to sales down the road," Brandt said. "This is definitely more of a brand play for us."
Chipotle has also released a 60-second version of the commercial online.
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Spain's government has fined Airbnb 64 million euros or $75 million for advertising unlicensed tourist rentals. The consumer rights ministry announced the fine on Monday. The ministry stated that many listings lacked proper license numbers or included incorrect information. The move is part of Spain's ongoing efforts to regulate short-term rental companies amid a housing affordability crisis especially in popular urban areas. The ministry ordered Airbnb in May to remove around 65,000 listings for similar violations. The government's consumer rights minister emphasized the impact on families struggling with housing. Airbnb said it plans to challenge the fine in court.
Roomba maker iRobot has filed for Chapter 11 bankruptcy protection, but says that it doesn’t expect any disruptions to devices as the more than 30-year-old company is taken private under a restructuring process. iRobot said that it is being acquired by Picea through a court-supervised process. Picea is the company's primary contract manufacturer. The Bedford, Massachusetts-based anticipates completing the prepackaged chapter 11 process by February.
Serbia’s prosecutor for organized crime has charged a government minister and three others with abuse of position and falsifying of documents related to a luxury real estate project linked to U.S. President Donald Trump’s son-in-law Jared Kushner. The charges came on Monday. The investigation centers on a controversy over a a bombed-out military complex in central Belgrade that was a protected cultural heritage zone but that is facing redevelopment as a luxury compound by a company linked to Kushner. The $500 million proposal to build a high-rise hotel, offices and shops at the site has met fierce opposition from experts at home and abroad. Selakovic and others allegedly illegally lifted the protection status for the site by falsifying documentation.
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A rare magnum of Dom Pérignon Vintage 1961 champagne that was specially produced for the 1981 wedding of Prince Charles and Lady Diana has failed to sell during an auction. Danish auction house Bruun Rasmussen handled the bidding Thursday. The auction's house website lists the bottle as not sold. It was expected to fetch up to around $93,000. It is one of 12 bottles made to celebrate the royal wedding. Little was revealed about the seller. The auction house says the bids did not receive the desired minimum price.
