Chipotle Premieres Animated Short During Grammys
By: Leah Rodrigues
Published: February 11, 2012

Chipotle Mexican Grill is going to air "Back To The Start," a short animated film about the rise and fall of industrial farming during the Grammy awards on Feb. 12, 2012.  This is the first time Chipotle will be running a ad on national television since opening in 1993.  It will be the longest commercial to air in recent Grammy history.
The stop-motion short tells the story of a farmers who transitions from a simple family farm to a factory farm.  During a moment of reflection, the farmer realizes that he must go back to to way things were, "back to the start."  According to founder Steve Ells, "we [Chipotle] are changing the way people think about and eat fast food...we have always understood the importance of serving food that is raised right..."  The film is meant to communicate that food should be made from ingredients from sustainable sources.
In case you missed fellow Foodista editor Amy Jeanroy's piece on the animated film, here it is again for your viewing pleasure.