Wordy Chipotle Packaging Is Now Part of an Ivy League Literature Collection
To-go cup is a pretty unique medium.
Remember Chipotle’s “Cultivating Thought” packaging, the paper cups and bags adorned with short essays from major celebrities? Well, the marketing stunt is getting credit as a serious literature project. Chipotle donated the complete set of the Cultivating Thought series to the Yale Collection of American Literature at the Beinecke Library, which puts the bags and cups in the same company as famous bumper stickers, matchbooks, hand bills, and other “non-standard publication formats.”
So the next time some snob asks you to talk about your favorite book, scoff and tell them you’re into reading fast food packaging now.