Gloves to Bags
Senior Digital Strategist: Kate Wells
Agency: Day One
Client: Chipotle
Awards:
Shorty Social Good Award in Food & Beverage
Chipotle was making big promises and big strides with their sustainability goals, without their customers (or industry experts) realizing the added benefits of the brand. Our job was to publicize some of the results and initiatives by profiling their innovative Gloves to Bags program. A first-of-its-kind solution to their disposable plastic waste problem where the plastic gloves used at Chipotle restaurants are upcycled turning them into the plastic trash bags also used in the restaurants.
We travelled to Salinas, CA to see and document firsthand just how the process worked.
To drive awareness, an Inc. exclusive was secured focused on the closed-loop upcycling program that aligned with the release of Chipotle’s 2018 Sustainability Report. Immediately following the article, a press release was issued.
Following this, an open letter from CEO Brian Niccol went live on Medium, which provided a forum for like-minded changemakers to connect with Chipotle’s sustainability team to learn more about the Glove to Bag program and to share collaborative thinking about how else to be impactful in the restaurant industry.
We also developed a plan for social, sharing messaging around both the Gloves to Bag program and overall sustainability efforts.
Additionally, we hosted an open forum through Slack for interested parties to learn more about their waste reduction efforts from Chipotle’s sustainability team
The Results
35 million media impressions. Influential consumer and industry media outlets who covered the news included Inc., Refinery 29, Nation’s Restaurant News, QSR , Food Business News, and Recycling Today.
Chipotle CEO, Brian Niccol penned a Medium open letter that was viewed 4.8K times, read 1.3K times and applauded nearly 500 times to date. It was also reposted by Noteworthy.
Combined total impressions reached 595,939K and 19 engagements. Our overall paid sustainability campaign results saw a total of 17M impressions.
