The two foodservice giants joined forces for Boorito 2010: The Horrors of Processed Food, which encouraged customers to dress as processed food for Halloween. Customers in costume were awarded a $2 sustainably sourced burrito (or other entrée); proceeds benefited Oliver’s Food Revolution.
“This was a great promotion that allowed us to help our customers better understand the importance of eating wholesome, sustainably raised food, rather than the processed food so many people have come to depend on,” said founder, chairman and co-CEO of Chipotle, Steve Ells.
The promotion is part of an ongoing campaign waged by Oliver to combat American’s poor eating habits. Chipotle, which operates units in both Canada and the U.S., has said that it’s intent on making a commitment to “food with integrity,” and focuses on using fresh, unprocessed ingredients “raised with respect for the animals, the environment and the farmers.”