Wednesday, October 6, 2010

Chipotle Mexican Grill Says "Boorito" This Halloween To Processed Foods

Celebrity chef Jamie Oliver (left) and Chipotle founder Steve Ells dressed as scary processed food. This Halloween, Chipotle will reward customers who dress as horrifying processed food with a $2 Chipotle burrito. Chipotle will donate proceeds, up to $1 m        To underscore its brand message about serving fast food with “integrity,” Chipotle Mexican Grill is running a promotion on Halloween eve (6 pm to closing) in which customers who visit a Chipotle location dressed as a “horrifying processed food product” can buy a burrito for the special price of $2. Proceeds will benefit the Jamie Oliver's Food Revolution organization, which promotes eating fresh foods rather than processed foods. The "Boorito 2010" promotion includes an online contest (@ chipotle.com/boorito) in which fans post photos of themselves dressed in the horrifying processed foods. Grand prize for the costume judged “most horrifying” is $2,500. Five runners-up will receive $1,000 each, and 20 honorable mention winners will receive a burrito party for 20 guests at the Chipotle location of their choice.

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