Chipotle: Back to the Start

Chipotle introduces themselves to YouTube with their success story

Chipotle launched this campaign to simply introduce themselves to the YouTube community. This simple introduction generated more than 8 millions views and eventually, it turned into a campaign centered to show the true nature of Chipotle.

Chipotle generates 8 Million views

Since Chipotle was able to gain so much support through YouTube, they aired their video in theaters. Theater goers were shocked by the powerful message Chipotle showed and gave several applauses at the end of the video. Also, the video was posted in late 2011 which was where YouTube had not receive a majority of viewers but instead was an organization where people could post video and share them. With Chipotle being one of the first to utilize YouTube successful as an ad campaign, it explains why it is choses as one of the top 15.

Chipotle is Organic

Chipotle created the video to "challenge the heart of American farming and the food industry". Their full intent was to show the kind of company they were and what they were doing to promote nature and the organic side to their company. They have always been the company to reach out and create a healthy world. By featuring organic farms and a cleaner alternative to creating food in their video, they were able to captivate and influence their viewers to switch to an organic alternative.

Chipotle is Loyal

Chipotle's alternative reason for creating this video was to create an "unorthodox loyalty program". This program focused on customers who were knowledgeable about the current issues in the food-industry. It was able to target a whole other market rather than reward it's current customers by making buy more food. Due to the success of their video, they were able to create an online experience to make their viewers deepen their understanding about the farm industry. This was a powerful tactic because it let their viewers grow closer to Chipotle and made them understand the importance of Chipotle.

Comment Stream

2 years ago
0

I remember when I first saw this ad on YouTube. It was eye opening and caused me to pick chipotle as my lunch spot a bit more than other places.

2 years ago
0

If this campaign were to be brought back, I don't think it would need much tweaking as the organic food fad is still in full swing and chipotles tag line of food with integrity is still highly applicable to the current craze. Plus chipotle is just amazing. 👍

2 years ago
0

I love how this campaign was able to not only make a splash in the food industry when it was created, it still is a force today