After rejecting the idea of sponsoring existing music festivals for upwards of $1 million, the decision was made to create a Chipotle-branded food & music festival called Cultivate. The festivals are free to enter and feature educational exhibits that help attendees better understand Chipotle's commitment to serving food raised responsibly. The events are typically held in three cities each year. On average, each event draws around 35,000 attendees.

• Agency: CAA Marketing & Chipotle Internal
• Event Production: C3 Presents