Cultivating Thought

One of my favorite places to eat is Chipotle, mainly because I love their burrito bowls. They also have had some pretty cool advertising, with an app game and a haunting infomercial set to the song Pure Imagination. However, the thing I most admire about their brand image is their Cultivating Thought literary packaging.

Literary packaging.

Chipotle’s cups and bags display original writing from comedians, thought leaders and authors, illustrated by different artists. That’s pretty cool. Most the bags and cups I get from restaurants have the brand name or advertising of some sort. Not literature. And in a world full of advertisement, from our phones to our clothing, it’s pretty cool to see a company do something original and creative like this.

Must a cup, or bag, suffer an existence that is limited to just one humble purpose, defined merely by its simple function?

Chipotle’s goal with this initiative:

We’re hoping this will allow people to connect with the musings of these writers with whom they may or may not be familiar and create a moment of analog pause in a digital world, provoking introspection or inspiration, and maybe a little laughter.

My  bag had something from the Joy Luck Club best-selling author Amy Tan.

Amy Tan Punched


I couldn’t help but Tweet about it, and of course, they responded, because they are killin’ it on social media.


I fed both my body AND my mind at Chipotle. Can’t say that of many places!! (and no, I was not paid or asked to support Chipotle, and I bought my own meal. I WISH I could advertise for them!)

Have you seen any brand take this kind of stance with literature?

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