Chipotle will use their food packaging to promote works of Latino authors

A year after the Mexican food chain Chipotle entered into controversy by not adding any Latino in a branding campaign that told stories of famous authors in their cups and bags, the company recently announced the addition of three Hispanic authors in the list this year.Julia Alvarez, author of De cómo las muchachas García perdieron su acento; Paulo Coelho, author of El alquimista; and novelist Carlos Ruiz Zafrón are part of the 10 writers, novelists and celebrities chosen for the series Cultivando el pensamiento of the popular chain.”While typical fast food companies use their packaging to promote their new menu items or sell space to advertisers, we have tried to use our packaging to engage with our customers,” Mark Crumpacker said, Head of Marketing and Development Manager at Chipotle. “Given the response we had with the first round of the series, we continue the series with more authors, and we are sure it will be the enjoyment of all.”Along with the three Latino writers, Chipotle also chose the actor and comedian Aziz Ansari; Amy Tan, author of The joy luck club; and Pulitzer award finalist, Barbara Kingsolver, among others, to write a short story for cups and bags of the company.Last year, Chipotle said its initial campaign was a “learning process” and that the company approached 40 authors, before reducing the number to 10 authors.