Last May, Chipotle Mexican Grill teamed unveiled cups and bags bearing original essays from writers ranging from Toni Morrison and George Sanders to Sarah Silverman and Judd Apatow.
The concept of exposing the chain's customers to stimulating and entertaining thoughts from authors came from bestselling author Jonathan Safran Foer, who curated the "Cultivating Thoughts" initiative.
The series received an enthusiastic response from customers, confirmed Chipotle chief marketing and development officer Mark Crumpacker.
As a result -- again in partnership with Safran Foer -- the QSR brand is rolling out a second installment of on-packaging essays, again accompanied by original illustrations.
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The new group of celebrated and bestselling authors includes Julia Alvarez, Augusten Burroughs, Paulo Coelho, Jeffrey Eugenides, Neil Gaiman, Walter Issacson, Barbara Kingsolver, Amy Tan and Carlos Ruiz Zafon — plus actor, comedian and soon-to-be author Aziz Ansari.
Chipotle's site is offering bios of the contributors and downloadable animated GIFs of each cup and bag, and promoting the new content on its social channels.