Chipotle turns junk mail into healthy alternatives with new campaign
Published June 28, 2010
A new campaign launched on Friday by Chipotle Mexican Grill aims to fight junk food with junk email, reports MediaPost.
The fast food restaurant chain is asking consumers to forward their spam mail to a specific email account owned by Chipotle. For every 100,000 messages, Chipotle will donate $10,000 to The Lunch Box, a program initiated of the Food Family Farming Foundation designed to provide schools with healthier lunch alternatives.
Chipotle is an advocate of healthy food, using meat from animals raised naturally and humanely. Additionally, it uses dairy products from cows not treated with synthetic hormones as well as organically grown produce.
The initiative was designed to highlight Chipotle's campaign against "junk." Speaking to MediaPost, the chain's public relations director Chris Arnold said, "Junk email is certainly one good example and, while we can't eliminate it from people's lives, we can at least help them put this negative to productive use."
To promote the charity, Chipotle is utilizing social media platforms such as Facebook and Twitter. Other companies have seen success by similarly using social platforms. For example, Nature Valley recently ran a campaign in which they donated $1 to the National Park Conservation Association for every Facebook user that became a fan of the company.