Chipotle Drops ‘Unfolded’ Partnership With Halsey and Roblox

Chipotle has dropped a partnership featuring pop music artist Halsey as the voice of its newest advertisement. She sings a reimagined version of an iconic Rolling Stones song to highlight the brand’s reliance on farming communities for the fresh ingredients needed to serve customers across the country.

Chipotle Mexican Grill debuted “Unfolded” as a national ad on Roblox. The colorful commercial stresses the importance of how the farming community provides the chain with the ingredients used in its restaurants across the country. Subsequently, this is the first restaurant to unveil an ad in the Roblox metaverse.

In a press release, Halsey spoke of how she became part of this exciting project. Halsey sang “She’s a Rainbow,” which played over the advertisement. “I had a blast collaborating with Chipotle on this creative piece that brings attention to sustainable agriculture and allowed me to cover such an iconic song in the process,” Halsey explained.

“How we grow our food is how we grow our future,” said Chief Brand Officer Chris Brandt. “As a brand dedicated to agriculture that is good for both people and the planet, Chipotle is always exploring opportunities to advance the industry and support farmers. These impactful projects, headed by some of the brightest minds in ag innovation, create optimism for widespread adoption of sustainable agriculture and the future of real food.”

Through March 31, customers can round up their order total to the next highest dollar amount on the chain’s app and website to support the Chipotle Cultivate Foundation. This foundation supports the company’s commitment to making real food accessible to all by providing scholarships to students enrolled in programs focused on sustainable food and agriculture.

What Is Chipotle’s ‘Unfolded’ About?

Per the press release, “Unfolded” is inspired by the brand’s “purpose to Cultivate a Better World. ‘Unfolded’ brings viewers through an animated world, diving into a Chipotle bag that unfolds into a paper world. The short film depicts industrial farms transformed into vibrant, polyculture farms with diverse and organic crops, symbolizing Chipotle’s efforts to support farmers who prioritize sustainable agricultural practices.”

The release also noted that the brand features “Responsibly Raised proteins” and dairy sourced from pasture-raised cows, depicted through a truck traveling across farmland toward its destination. The film, developed by Venables Bell & Partners, concludes with vibrant, freshly harvested produce arriving at a Chipotle restaurant, where it’s prepared daily to serve and nourish the local community.

As part of the company’s commitment to contribute $5 million to support young farmers by the end of 2025, the Mexican fast-food chain is donating $2 million across four leading universities to support the future of farming. These universities include Ohio State, Cal State, Colorado State, and the University of Florida.