Posted At: September 23, 2013 3:00 p.m.
By Benjamin Ladrillono
This month, Chipotle invited consumers to view the food industry in a world of its creation. Now, “come with me, and you’ll be in a world of pure imagination.”
In Chipotle’s most recent animated short titled “The Scarecrow,” the company sent a message that it will “cultivate a better world.” Since the video’s release, it has amassed nearly six million views. “The Scarecrow” may possibly be one of the most successful advertising campaigns of the year – better yet, one of the best public relations campaigns of the year. Why? Because it makes you feel good to eat there.
In “The Scarecrow,” Chipotle reveals that the foods we eat from fast food restaurants are highly processed. In fact, if we saw the practice, it would “defy explanation.” As the beloved Scarecrow witnesses heinous acts by the food industry, we fall deeper into a state of disbelief about what most food companies do to the food we eat. We tear up as the music cues get louder and a processed cow stares deep into our soul as the Scarecrow covers its final rays of hope. However, in the end, Chipotle’s message becomes clear. It is the lone scarecrow who wants to change the world.
But why is this a great public relations message? Simple. We can be a part of this change. As the song “Pure Imagination” states, if “we want to change the world, there’s nothing to it.” Chipotle yearns to change this false paradise we live in and “cultivate a better world.” In the end, we embrace Chipotle for taking a stand against factory-farming. The company strives to take farming back to the start where everything is grown and raised properly. And as human beings, we want to be there and see a better world.
With this campaign, Chipotle creates a stronger bond and trust with its customers. According to USA Today, Chipotle is targeting the “strong Millennial values to eat better, eat local — and brand lightly.” People from around the United States have not stopped talking about this beautiful story.
Chipotle’s honesty and loyalty to its customers and advocacy for food with integrity (as mentioned in Aime O’Keefe’s article “The Burrito Effect) made it one of the top companies in the fast food industry. With “The Scarecrow” on everyone’s mind, I am excited to see what lies ahead for this revolutionary company.
Thank you, Chipotle, for taking a step to “cultivate a better world.”