Chipotle’s “No Junk” campaign, which encourages Americans to forward their junk e-mails to firstname.lastname@example.org, has been so successful that Chipotle has increased its possible donation from $50,000 to $100,000 if its new goal is reached by August. As previously announced, each forwarded piece of e-mail will help provide nutritious cafeteria meals for school children around the country through a partnership with the nonprofit organization, The Lunch Box.
The more junk e-mail received the more money Chipotle will donate. For every 100,000 junk e-mails Chipotle receives, the company will donate $10,000 to The Lunch Box, which will help to give approximately 32 million school children at 100,000 schools nationwide access to 100 school-tested, junk-free recipes created by Chef Ann Cooper, the Renegade Lunch Lady. The “No Junk” campaign launched on June 25 and is slated to run through August, or until Chipotle reaches its new goal of 1,000,000 junk e-mails received, which releases its maximum contribution to The Lunch Box of $100,000.
“Clearly, Chipotle has many like-minded fans when it comes to making sure the nation’s schools have access to better, more sustainably raised food,” says Steve Ells, founder, chairman, and co-CEO of Chipotle. “The immediate response which got us to 500,000 pieces of junk e-mail inspired us to increase our donation to The Lunch Box, an organization that shares many of our beliefs when it comes to sustainable food.”
As in the first wave of this simple but effective campaign, no e-mail addresses will be automatically captured when junk e-mail is submitted through its no junk campaign, and the content of e-mails will not be read. People who participate in the program will have the opportunity to opt in to Chipotle’s e-mail list, learn more about Chipotle and its commitment to serving “Food with Integrity” on the company’s website, or link to TheLunchBox.org to learn more about that organization and its programs.