Chipotle ad attacking industrial agriculture explodes virally
The campaign promotes a new Chipotle iOS app, a game and interactive advertisement with Chipotle coupons included. The game currently ranks in the top 10 free games listed on the iOS charts. Chipotle has mostly shied away from TV ads, believing its Millenial target audience is "skeptical of brands that perpetuate themselves."
Earlier this year, the company created a stir when it began labeling its genetically modified ingredients. In July, Chipotle announced plans to become the first U.S. restaurant chain to purge its menu items of all such ingredients.
Ultimately, “The Scarecrow” represents what Chipotle aspires to accomplish through its Food With Integrity program, Crumpacker said.
“In a system that is so heavily dominated by industrial agriculture and factory farms, we are committed to finding better, more sustainable sources for all of the ingredients we use and to helping build a better food system, much the same as the character in ‘The Scarecrow’ is taking important steps to fix what he perceives as being broken in his world.”
Of course, with Wall Street accountability and revenue of more than $800 million, Chipotle is more Big Food than your neighborhood farmers market burrito cart (McDonalds was a majority investor several years ago.) But by positioning itself as the mission-driven restaurant chain taking on industrial agriculture, Chipotle appears to have much to gain in the corporate-dominated fast food market.
And if all the buzz weren’t enough for the restaurant chain to be happy about, Chipotle’s (NYSE: CMG) stock has risen more than 80 percent in the past 10 months.