Think of the most awful processed food you’ve ever eaten. Now imagine yourself dressed up as it on Halloween and eating a $2 Chipotle burrito. Or boorito, I should say.
Now you have a killer costume idea that isn't a pirate, fairy, vampire or superhero.
Chipotle has joined forces with celebrity chef Jamie Oliver for “Boorito 2010: The Horrors of Processed Food.” As long as they are dressed like processed food, customers after 6 p.m. on Halloween will be able to purchase a burrito for only $2. All proceeds, up to $1 million, will support Jamie Oliver’s Food Revolution.
There will also be an online costume contest, with a prize for the most horrifying processed food costume. All you have to do is take a photo in your costume at a Chipotle restaurant on Halloween and post it online at chipotle.com/boorito. One lucky winner will receive $2,500, with five runners up getting $1,000 each. Twenty honorable mention winners will receive a burrito party for 20 guests at the Chipotle location of their choice.
In the past Chipotle has given its customers a free burrito on Halloween if they dress up as their favorite Chipotle menu item. “We wanted to do more with it this year and use the opportunity to reinforce with our customers our belief in the importance of eating wholesome, unprocessed foods,” says Steve Ells, founder, chairman and co-CEO of Chipotle.
Ells’s quest to serve what he calls “Food with Integrity” seems to be the perfect soulmate for Oliver’s Food Revolution campaign designed to get people cooking and eating fresh food.
”We have begun a national movement to change the way America eats,” says Oliver. “The campaign is all about making fresh food accessible to everyone in their schools, communities and homes.”
Oliver’s quest for better food started in the UK with his campaign to bring fresh healthy food into the UK school system. Last year, Oliver brought his campaign to America. He “is determined to take on the high statistics of obesity, heart disease and diabetes in this country, where our nation's children are the first generation not expected to live as long as their parents.”
Switching from processed to fresh food is said to not only make us feel better but to add years to our lives. That’s enough to make me think twice the next time I’m tempted to eat out just because I don’t feel like going to the grocery.