This Halloween, Chipotle Mexican Grill is aiming to scare you. Not with witches and goblins, but with something lots more frightening: the specter of food additives and preservatives.
To drive home its point, the chain has partnered up with celebrity chef Jamie Oliver in a program it's calling “Boorito 2100: The Horrors of Processed Food.”
Visit a Chipotle restaurant (between 6 p.m. and closing) dressed as some sort of processed food and you’ll be able to get an all-natural burrito (the only kind served there) for only $2. The money benefits “Jamie Oliver’s Food Revolution,” an organization providing nutritional guidance and support to school food service personnel across the country (an ABC series chronicled Oliver's efforts).
Chipotle is also staging an online costume contest for the most horrifying processed food getup. Contestants must take a photo in costume at a Chipotle Restaurant on Halloween and post it at chipotle.com/burrito. The grand prize winner gets $2500; five runners up get $1,000 each. There are other prizes for honorable mention winners.
The above photo shows Chipotle co-CEO Steve Ells and chef-with-a-mission Jamie Oliver dressed, respectively, as a chicken nugget and accompanying dipping sauce. To view a video of the pair, click here.