Junk mail. Junk food. Junk yards.
Not exactly words that have you jumping for more, are they?
That's the point Chipotle wants to make with its new campaign called "No Junk." The basic premise: nobody wants junk—not in our inboxes, not in our food.
It works like this: you forward the junk email you don't want to Chipotle, and Chipotle—in collaboration with the nonprofit The Lunch Box—will work to get rid of junk in schools, replacing bad nutrition with tools for better options.
The Lunch Box is a nonprofit that provides information, plans and ideas to make healthy food available to kids. Chipotle will donate $10,000 dollars to its program for every 100,000 junk mail messages it receives, up to 500,000 messages.
According to the Chipotle press release, "approximately 32 million school children at 100,000 schools nationwide" stand to benefit, gaining access to "100 school-tested, junk-free recipes created by chef Ann Cooper, the Renegade Lunch Lady."
The Lunch Box site includes tools for administrators and school boards, school food services, school food advocates, parents, and students. The idea is that change can happen with something as small as a recipe, or as large as a cafeteria overhaul.
The campaign began today. You can TakePart by sending your junk mail to firstname.lastname@example.org.
Photo: Christyxcore/Creative Commons via Flickr