September 27, 2012
“Think of the golden rule (hmmm…) If you were a pig, how would you want to be treated? Humanely. With respect and dignity. With room to run and express your natural piggy instincts.”
This is just one of the thoughtful tidbits you can find nested inside the Farmer, a character produced by Bigshot Toyworks for Chipotle’s Cultivate Foundation. The creative shop was hired by Chipotle to manufacture a collectible toy based on the characters from Back to the Start, a short animated film promoted as part of the company’s food sustainability and educational outreach program. The viral success of the film, which garnered over 6.7 million views, is what sparked the initiative to bring its farmer character to life.
To create the farmer, Bigshot Toyworks stuck by Chipotle’s sustainability ethos and ditched the plastic in favor of using eco-friendly wood. Attention to detail was paid down to the packaging, which was sourced from recycled cardboard. The innovation doesn’t end there though. Within the exterior made from recycled material, the farmer held a pig in his round belly; a character within a character created to illustrate how the pork on consumers’ plates was once a pig on a farm. Inside the pig were two antibiotics pill capsules that when opened, revealed the thoughtful tidbits about humane farming and the importance of following “your natural piggy instincts.”