Chipotle: Back to the Start
context: Chipotle launched their campaign because they wanted to inform people that they aren't part of the big food industry. They care about their products and company integrity, and that's why all of their animals are free range, and not cooped up or injected with growth hormones. They wanted to show that they care about people's health.
This video showed the change of heart of a farmer who was running an industrialized farm and changed back to the way farming used to be. This emotionally appealed to people because it showed that Chipotle cares about the customers needs and their health. Also, it showed that they aren't going to give in to the big food industry and run an industrialized farm.
Impact on Future Campaigns
It inspired future campaigns to focus on their company's values and take pride in their product. Also, the success of the "Back to the Start" campaign led them to create a short film called "Scarecrow," that shows its traditional values compared to the food industry's values where they don't have the best interest of the consumer at heart.
The film "Scarecrow," built off of Chipotle's first campaign that talked about factory farming and into depth about processed food and the negatives of it. They even went as far as creating an app for kids that focuses on saving the animals from the factories.
How did Chipotle's campaign use media in a innovative way?
Their video told a story which is emotionally appealing to people because all people want is to know that they can trust in something and have faith in something, and the video proved just that.
The "Back to the Start" campaign was one of the best of the 21st century because Chipotle highlighted its company's values and showed that they care more about the quality of their products and their customers, than giving in to the ways of the big food industry and making money.