Chipotle may serve its food fast, but they want their customers to slow down and think about what they're eating. The company has revolutionized the relationship between consumers and consumption by serving only sustainable meat and investing in a multi-disciplinary educational outreach program. As part of the Cultivate project, Chipotle commissioned “Back to the Start,” a short animated film which received over 7 million views on YouTube.
In response to the positive feedback, Chipotle decided to bring the film's farmer characters to life, and that's where Bigshot Toyworks came in.
Bigshot Toyworks worked closely with Chipotle's agency on the style and message of the character toys. Unlike most toys which are made of plastic, they rose to the challenge of designing the farmer to be produced in sustainable wood. Bigshot Toyworks then carefully sourced cardboard and paper to ensure that the packaging was not only attractive, but also on point with Chipotle's philosophy.
Research increasingly indicates that people will choose nutritious food over junk food when the former is accompanied by a friendly character. Bigshot's farmer is (literally) open to this dialogue, and Chipotle's Farm Team happily "ate up" this popular reward.