One recent cultural trend has been the shift away from over-processed and unhealthy foods. Chipotle does a very good job in trying to differentiate themselves from other fast-food names such as McDonald’s and Burger King by stating their points of difference. Recently Chipotle released a new promotional piece, “Scarecrow,” that focused on visual animations to direct a message to viewers rather than mass communication channel.
I really enjoyed the video as it was not only creative and sent a message across without words, it established Chipotle’s stance against big companies and abusive use of animals in processing, positioned themselves as the smaller business with true intentions against the ‘big bad business;’ it justifies its own ethical stance and corporate social responsibility on some of the most controversial and alarming trends within the industry.
Chipotle further differentiates themselves from other competitors and substitutes that use promotional pieces such as celebrity endorsements especially on television through this creative strategy. This video they released on their social media channels not only saves them the costs of above-the-line promotions such as TV commercials, billboards, but it also plays on another popular trend in business, social media and viral content. This video has reached the 6 million views on YouTube and over 300,000 shares on Facebook and similar social media channels. I would say it is well on its way to be considered one of the top examples of marketing.
Through the video, Chipotle even indirectly positions themselves as the right alternative; their logo of a red pepper is used by the Scarecrow when the melancholy dark atmosphere turns bright just as the Scarecrow picks up the pepper and decides to start a new food business that just so happens to be similar foods served at Chipotle.
Dear Mark,
I find it very interesting that you are talking about the recent Chipotle ad. However, I would differ in your opinion as I find the ad going overboard and hypocritical. After watching the ad I was honestly left with a very troubled feeling. But I mainly found it troubling that this was is how Chipotle sees the world. A very depressing view in my opinion that does not recognize the benefits of our 21st century food supply chain which brings us (including Chipotle) an unparalleled variety of food in an efficient manner. Even Chipotle recognizes on their own website that most of their food is GMO, their tortillas have artificial preservatives, and only 40% of their beans are organic.
I would also disagree with your thinking that Chipotle is a small company. As per their last annual report they made $2.73 billion dollars in revenue and have over 1500 restaurants. I don’t think that is necessarily a bad thing, but I think it is a far cry to think you helping a small business eating at Chipotle.
Lastly I would strongly suggest you see Funny or Die’s parody of the Chipotle ad which I have linked to below.
http://www.funnyordie.com/videos/da66b8f1aa/honest-scarecrow