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."
Enlightening Burrito Branding
Chipotle's Cultivating Thought Author Series Offers Food for Thought
Trend Themes
1. Cultivating Thought - Brands partnering with famous authors to create meaningful packaging as marketing strategy.
2. Food for Thought - The use of packaging as a platform for intellectual discourse and promoting enlightenment in the fast food industry.
3. Analog Pause - Promoting the importance of taking a break from technology and the benefits of reading in the fast-paced digital world.
Industry Implications
1. Fast Food Industry - Innovative use of packaging to inspire customers and create a sense of community through shared intellectual discourse.
2. Publishing Industry - Opportunity for authors to expand their readership and reach new audiences through non-traditional platforms such as fast food packaging.
3. Marketing Industry - Brands using creative partnerships with famous authors to stand out in a crowded market and create a lasting impression on customers.