Chipotle Mexican Grill Inc. has announced musicians scheduled to appear at two free festivals scheduled in Chicago and Denver.
In Denver, where the burrito chain was founded, indie bands Best Coast and Okkervil Rover are scheduled to perform, while Chicago will see G. Love & Special Sauce perform, as well as Allen Stone.
The free 1-day festivals will "give customers an opportunity to experience Chipotle in a new way and to learn something about the issues in food," said Mark Crumpacker, chief marketing officer at Chipotle, in a statement.
Chipotle customers will also "develop a deeper appreciation for farmers and food artisans who are changing food culture for the better" all while enjoying music, said Crumpacker.
The fast food restaurant said the Cultivate Food, Ideas & Music Festivals for 2012 will include cooking demonstrations by celebrity chefs and other activities highlighting fresh, affordable food made with sustainable ingredients.
"Cultivate is the first festival of its kind to bring together national culinary talent, musicians, and thought leaders," added Crumpacker.
Cultivate Chicago will take place on Sept. 15 in Lincoln Park, and Cultivate Denver is scheduled for Oct. 6 in the Meadow at City Park. Additional musical acts will be announced in the cities later this summer.
Chefs scheduled to appear at Cultivate Chicago include Zak Pelaccio, Matthias Merges, Sarah Grueneberg, and Danny Grant, among others.
Alternately in Denver, chefs Michael Chiarello and Lachlan Makinnon Patterson are scheduled to appear.
Both festivals will see an Artisan Tent offering concertgoers a variety of local artisan-crafted foods as well as specialty beers and wines for sampling and purchase.
Proceeds from the sale of beer and wine will be donated to FamilyFarmed.org, a non-profit organization that works with family farmers and groups that support local food systems.
Food Network star Giada De Laurentiis commented on Chipotle's new marketing scheme via Twitter.
"Love Love the new Chipotle commercial," wrote the celebrity chef. "Getting back to basics!!!!!"
Other Chipotle fans also sounded off about their favorite fast food chain's recent promotional efforts.
"Very cool," wrote IKnowDenver of the Cultivate festivals, while Dan wrote, "Sweet!"