Friday, September 20, 2013

Chipotle Uses Brilliant Branding In Posting YouTube Video Against Factory Farming

Sometimes less really is more.  A YouTube clip this week features a scarecrow who worries about his role in promoting factory farming.  The animation quality is impeccable, and the soundtrack features a version of Willy Wonka's "Pure Imagination" theme as sung by Fiona Apple.  But what is missing till the clip's final moments is any indication of who is behind the video.  Finally a few seconds at the end reveal that Chipotle Mexican Grill is the company taking the stand against sweatshop farming and GMO ingredients.  By withholding their name and logo until the end, the restaurant chain allows the viewer to build sympathy with the theme and cause of the story, and then transfer those allegiances to Chipotle.

Hunter Communications Orginal News Source:

Link to article:

Excerpt: "Fast-food chain Chipotle has made a few missteps this year, from faking a Twitter hack in July , to facing criticism over reports that it might be changing its standards on the beef it uses.

But if its most recent marketing efforts are any indication, Chipotle is holding firm with its commitment to serving only responsibly raised food. The company released a short film this week featuring a Tim Burtonesque scarecrow who has a moral crisis about his part in factory farming. The video includes a cover of 'Pure Imagination' from Willy Wonka & The Chocolate Factory sung by animal rights activist and musician Fiona Apple. The video promotes a mobile app game which rewards players with a free burrito.

This is not the first time Chipotle has produced this type of video. In 2011, the company released a stop-motion short film to promote organic and sustainable farming, featuring a Willie Nelson cover of Coldplay's 'The Scientist.'

The film was shown in movie theaters and the song was sold on iTunes, with 60 cents from every purchase benefiting the Chipotle Cultivate Foundation, which funds initiatives that support sustainable agriculture and family farming."

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