Chipotle's Unfolded ad is debuting in Roblox.
Chipotle's Unfolded ad is debuting in Roblox.
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Chipotle returns to Roblox to debut animated short film ad and details $2M in donations

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

Chipotle has gone back to the “metaverse.” The food chain said it is the first restaurant brand to premiere a national TV ad in the metaverse, which in this case means Roblox. The ad is dubbed Unfolded, an animated short film featuring a cover by Halsey with the message of supporting sustainable agriculture.

Chipotle Mexican Grill had previously pledged $2 million to support educational programs at leading universities that advance the future of farming.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.