With the recent launch of its first-ever rewards program and a new chorizo meat option, Chipotle has come a long way since the series of devastating food-borne illness incidents last year. Now, the company has released a moving short film it hopes will inspire people to buy its fresh burritos -- instead of processed fast food.
The 4-minute film, "A Love Story," follows two young entrepreneurs, Ivan and Evie, who eventually realize the downsides of heavily processed foods after their simple lemonade stand rivalry spirals into a competition between two massive fast food empires. And sort of like the farmer in Chipotle's 2011 commercial, "Back to the Start," the characters ultimately return to cooking wholesome food with fresh ingredients (and fall in love in the process). Sound familiar? It's the image Chipotle wants you to associate with its food when you see its logo appear at the end. But is it moving enough to make you buy a burrito?
We should warn: the film is set to a remake of the Backstreet Boys' "I Want It That Way" (performed by Alabama Shakes’ lead singer Brittany Howard and My Morning Jacket frontman Jim James). OK, OK, the song is probably the best part.
Send Foodz: New York City Wine & Food Festival
Sign up here for our daily Thrillist email, and get your fix of the best in food/drink/fun.