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Beyond Burritos: Sharing Chipotle’s Sustainability Story

As Chipotle Mexican Grill established itself as a leader in serving Food With Integrity, Buzz Monkeys helped the beloved burrito joint spread their broader sustainability story in Wisconsin, Minnesota and Illinois.

Buzz Monkeys forged relationships with the media throughout the restaurant’s central region, sharing major company announcements including Chipotle’s commitment to sourcing locally grown produce, its move to install LED lights in its restaurants, and the company reaching the milestone of serving 100 percent naturally raised meats in Minnesota.

When Chipotle built its first LEED-certified restaurant in Gurnee, Ill., Buzz Monkeys participated in numerous site visits to keep current on the unfolding story and to manage a local photographer who documented the progress of the groundbreaking project.

Throughout four years of work with Chipotle, Buzz Monkeys developed lasting relationships with the regional food media and gained a wealth of knowledge in the areas of energy efficiency and sustainable food and agriculture.

Playful and persistent media relations efforts tell Food With Integrity story

Just before baseball season, Buzz Monkeys turned the typical tailgate upside-down, offering Chipotle as a fresh alternative to hauling grills, meat, and trimmings to the ballpark. The blitz garnered interviews on morning TV news and with Wisconsin's top morning radio team. To extend the story, the agency sent buckets overflowing with fresh produce and colorful press materials to key media, inviting them to "spice up summer." This resulted in a TV cooking segment and two major newspaper features on Chipotle's mission of Food with Integrity. Another major media push offered exclusive opportunities go “behind the line” for a food sampling session. The effort re-engaged key media contacts, introduced Chipotle to a new wave of freelancers and bloggers, and led to a national feature in Food and Drink.

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