Chipotle Mexican Grill Inc. (NYSE: CMG) will advertise for the first time ever during Super Bowl LV, amid a shift in the list of brands with commercials set to air during the Big Game.
The Newport Beach-based restaurant operator said its spot, “Can a Burrito Change the World?,” will focus on its food sustainability efforts and support for farmers, including the investment of $5 million over the next five years for farmers and ranchers. The chain also said it would donate $1 for every delivery order the day of the Super Bowl to the National Young Farmers Coalition.
Chief Marketing Officer Chris Brandt called the Super Bowl spot a “milestone moment” for the Chipotle brand.
The spot was created by San Francisco ad agency Venables Bell & Partners.
Super Bowl LV, airing Feb. 7, will see the Kansas City Chiefs and Tampa Bay Buccaneers face off in front of a limited in-person audience and many Americans expected to watch the game from home this year. Last year’s game drew 99.9 million TV viewers, according to Nielsen.
Some marketers chose to skip out on the game day advertising this year and divert their advertising spend elsewhere.
Fountain Valley-based Hyundai Motor America Inc. confirmed earlier this month it would not advertise during the game based on what the automaker said were “marketing priorities, the timing of upcoming vehicle launches and where we felt it was best to allocate our marketing resources.”
Budweiser, Olay, Avocados from Mexico and Sabra Hummus also confirmed they would not have in-game advertising this year. Pepsi, which is the official sponsor of the Super Bowl Halftime show, also will not advertise during the game.