After what he described as a deathly frustrating and boring experience at Chipotle, writer Jonathan Safran Foer began a journey to spearhead Chipotle's Cultivating Thought author series, a brilliant literary and culinary marketing scheme. Despite being a vegetarian, the writer collaborated with the Mexican grill restaurant to commission original work from 10 big name authors to print on their packaging.
The author series hopes to provide cups and bags with a more meaningful existence by allowing them to impart wisdom and other deep thoughts so Chipotle patrons might become more enlightened in the process. With uber famous writers like Judd Apatow and Bill Hader to Toni Morrison and Malcolm Gladwell signed on, Cultivating Thought aims to "create a moment of analog pause in a digital world."
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Concept: Author Series
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Enlightening Burrito Branding
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