Chipotle Rolls Up Sustainability with Roblox and Free Burritos

Chipotle just became the first restaurant brand to debut a national TV ad inside Roblox, blending immersive gaming with its sustainability message. The 60-second animated spot, Unfolded, created by Venables Bell & Partners, takes viewers on a journey through a world made of folded paper. As the scene transforms from industrial farming to colorful, sustainable agriculture, Halsey’s rendition of She’s a Rainbow plays in the background. To encourage engagement, the first 50,000 users who watch the ad in the Carnitas Cinema within Chipotle Burrito Builder will score a free entrée code.

This isn’t Chipotle’s first rodeo in Roblox. Since launching on the platform in 2021, the brand has experimented with gaming integrations that connect virtual experiences to real-world rewards. Their Burrito Builder game let players roll virtual burritos to earn digital currency redeemable for actual food. While much of the marketing world has pivoted toward AI, Chipotle is doubling down on the metaverse, using it as a space to blend branded content, gamification, and tangible perks.

Beyond digital engagement, the campaign ties into Chipotle’s ongoing commitment to sustainable agriculture. As part of its efforts, the brand is donating $2 million to four universities—The Ohio State University, Cal State Monterey Bay, Colorado State University, and the University of Florida—supporting young farmers. Customers can also round up their purchases to contribute to the Chipotle Cultivate Foundation. With comparable sales up 5.4% in Q4 and 7.4% in 2024, Chipotle continues to prove that purpose-driven marketing—whether in a digital world or on your dinner plate—can drive both impact and business growth.