Chipotle- Back to the Start

In 2011, Chipotle launched a new ad campaign, Back to the Start. This was video became viral and completely changed the fast food and even advertising industry.

Other companies wanted to be more like them- green and animal friendly.

Before the ad campaign, people just ignored the problems with the fast food industry. After, people not only felt connected with each other due to a common problem and shared values, but they felt empower.

Other companies followed suit. They started their own "healthy" ads.

The ad was over 2 minutes long, which was very different for a TV ad. Advertisers realized that people have long attention spans that we previously thought. The video was also put on YouTube which was very new for an ad.

Chipotle even encouraged their customers to buy "The Scientists" sung by Willie Nelson, which is the song that plays during the commercial, on iTunes. This really helped to connect all of the different forms of media in a new way.

The Chipotle: Back to the Start campaign was one of the best in the 21st century because of it's impact on future campaigns, connection with the public, and use of media in a groundbreaking way.

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2 years ago
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Chipotle is delicious and the commercial effectively reinforces that they don't sacrifice morals to make tasty food. ADAM KODY

2 years ago
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People are more aware of what they are eating now. And the commercial reinforces it.

2 years ago
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@justinpitlik getting people to think about where their food comes from is a new trend.

2 years ago
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One memory that I have had about this campaign would be that I sort of went there when I was younger.

2 years ago
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This campaign reminds me of the video Supersize me, the documentary about McDonalds. Both remind everyone to be more animal friendly because it is not only better for environment, but our health too.

2 years ago
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If I worked for Chipotle I would tell people that we are really trying to back to the basics and try to be healthy and not go witn the flow of producing poor products

2 years ago
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I think this campaign certainly makes customers more trusting of the Chipotle brand, because they can rely on the fact that the food comes from high quality sources, making for positive experiences with the brand.

2 years ago
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If I were a part of this marketing team I would really hit home on the organic and health oriented aspect chipotle is going for. I would compare it to other fast food industries and prove how much better they are. I would also get it trending on social media. -stephanie friedman

2 years ago
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@Sharonburke I have watched that documentary and it really made me think about what I was eating. This chipotle campaign lets you know that you are putting better quality food in your body and makes you feel better about going to this restaraunt.-Zack Mappa

2 years ago
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I love eating Chipotle. If I worked for the Chipotle marketing team I would find a way to make eating at Chipotle a more interactive experience. I would create a campaign that for every dollar spent at Chipotle, Chipotle would donate a certain amount of money to different charitable organizations. I would also create an application that would allow customers to track where their money went and give them a story about the person it helped.