Modern Marketing Brand Purpose Chipotle

Chipotle partners with Miley Cyrus’s Happy Hippie Foundation for Pride campaign

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By Webb Wright | Junior Reporter

June 1, 2022 | 4 min read

Chipotle will partner with The Happy Hippie Foundation – a not-for-profit founded by Miley Cyrus – to donate a quarter of a million dollars of its food to LGBTQ+ centers nationwide. It will also raise funds for not-for-profits in the US and Canada.

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Chipotle’s 2022 Pride campaign will take a multi-pronged approach to supporting the LGBTQ+ community / BCW

In honor of Pride Month, Chipotle Mexican Grill has introduced ‘Always Real,’ a year-long effort to support the LGBTQ+ community. The campaign was developed in collaboration with the brand’s Pride Employee Resource Group (ERG) and will include a partnership with The Happy Hippie Foundation, a not-for-profit founded by Miley Cyrus.

“As an organization rooted in purpose, we’re always looking for ways to drive real, meaningful change,” Marissa Andrada, Chipotle’s chief diversity, inclusion and people officer, said in a statement. “Cultivating a better world takes a commitment from all of us, and we want to address the needs of the LGBTQ+ community, provide everyone a safe place to authentically come to work, and cultivate an environment for all to thrive.”

Alleviating food insecurity across the LGBTQ+ community will be a major focus of the new campaign. According to Chipotle, “LGBTQ+ adults living in the US are nearly twice as likely to be experiencing food insecurity during the pandemic than non-LGBTQ+ adults.” In collaboration with The Happy Hippie Foundation, Chipotle says that it will donate $250,000 of its food to the nonprofit’s “partner LGBTQ+ centers across the country, giving them access to real food throughout the year.”

The brand will also raise funds for the LGBTQ+ community through its “Round up for real change” platform. Until June 16, Chipotle says that US customers paying online or via the brand’s app can opt to “round-up their order total to the next highest dollar amount” to provide financial support to The Trevor Project, a nonprofit devoted to suicide prevention among LGBTQ and questioning youth. Canadian customers will have the same option to support Egale Canada, an organization that says it’s working toward building a world free of “homophobia, biphobia, transphobia and all other forms of oppression so that every person can achieve their full potential, free from hatred and bias.”

Chipotle has also designed a “collection of inclusive merchandise,” which will be available for the new campaign’s one-year duration. The brand says it will give $10 from every item of clothing it sells to The Trevor Project.

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Modern Marketing Brand Purpose Chipotle

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