Chipotle -  Back to the start

The campaign was originally launched to be an introductory video for a new-fangled loyalty program. The objective was to show their target market how their meat is treated.

Impacted future campaigns

Chipotles original "Back To a The Start" campaign influenced CAA when they decided to make their "Scarecrow" commercial. The domino affect of the original commercial made it easier for future companies to replicate an effective commercial.

Emotional connection with people

This image, that came straight from the ad along with the music, made an effective connection with the audience. Most people are not advocates of animal abuse, which is why when the farmer is thinking about his mistreated animals he turns a new leaf to make them cage free.

Used an innovative media technique

Chipotle posted their ad onto YouTube, which exponentially grew their video. Although anyone can post a simple video onto YouTube their video was unique. They showed the typical food process in a more civil way although the matter is very serious their ideas were brilliant. They put the pills and pigs into machines that ultimately filter into a different machine that makes them much bigger.

Comment Stream

2 years ago
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The chipotle back to the start campaign is a lot like whole foods campaign and message. Both companies stress the importance of where the food comes from and how animals are treated. It makes customers more aware of their food and wanting to go to those businesses in order to have the healthiest option. Casey Kirby

2 years ago
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If I was on the current marketing team I would also use a similar approach. I think the natural food idea is a great one. That campaign would definitely get people to go into chipotle.

2 years ago
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Chipotle has become a part of pop culture because of how popular it is to millennials, and because they use lean products in their food

2 years ago
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If I were on the marketing team for this brand I would bring this commercial back I would add real video of Chipotles farms and video of a company that mistreats their animals farm.

2 years ago
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Taking the approach to show people how environmentally friendly their products are is always a good way to catch people's attention, and for Chipotle it worked very well. - Zach Sherman

2 years ago
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I agree with the previous comments because consumers are always looking for the healthier choice and if that choice is favorable in the food industry it will create high demand for that company. -Cody King