Chipotle's horror-able food contest

Chipotle founder Steve Ells and chef Jamie Oliver dressed up as bad food.
PHOTO COURTESY CHIPOTLE

Chipotle’s Steve Ells and chef Jamie Oliver have teamed up to underscore the importance of eating wholesome, unprocessed foods.  So, to help illustrate their point, they are asking you to support a good cause while getting into the spirit of the Halloween season with a special promotion that focuses on a terrifying topic: the frightful eating habits of many of our citizens who seem to be addicted to processed foods.

"We have begun a national movement to change the way America eats," says Oliver, a celebrity chef and creator of the Emmy award-winning program, Jamie Oliver's Food Revolution.

It's called “BURRITO 2010: The Horrors of Processed Food,” which is a bit different than the fastfood chain's BOORITO promotion of years past where you could wrap your self in aluminum foil, walk into a Chipotle, claim to be dressed as a burrito and get a free burrito for the trouble.

Here's how the new promotion works: stop by any Chipotle on Halloween, Sunday, October 31 between 6pm and closing time dressed up as a Horrific Processed Food item and, as a thank you for a $2 donation, you will get a huge, gourmet burrito made to your specifications. Chipotle will then donate up to $1 million dollars to Jamie Oliver’s Food Revolution.

Not only that, there also will be an online costume contest that will win one really creative Chipotle lover $2500 for the best horrifying processed food outfit. Five runners up will be awarded $1,000 each. And, twenty honorable mention winners will each receive a burrito party for 20 guests at the Chipotle location of their choice. Take a photo of yourself in costume at a Chipotle on Halloween and post it online at chipotle.com/boorito for judging.

"We have a long-standing tradition of rewarding our customers who dress up as their favorite Chipotle menu item with a free burrito on Halloween," says Ells, founder, chairman and co-CEO of Chipotle. "It's always been a fun promotion, but 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."