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.

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2 years ago
0

A new way to innovate this company with new media is a chipotle app to keep track of the food you are putting in your body and how many health benefits it has. Too add on to the health benefits shown in the commercial.

2 years ago
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If I were working on Chipotles current marketing team I would bring back their motto of "Food with Integrity." I watched a documentary and based off of their motto, it would give people a more positive out look and allow more people to experience chipotle. -Rachel Marks

2 years ago
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My family started going to Chipotle after this campaign was released because we focus a lot on eating food that is made well and made safely and in safe environments

2 years ago
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@Jfinn6 I agree with Jess, by creating a name for the farmer it will add a humor and sense of familiarity with the ad.

2 years ago
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I remember when this advertisement went public and everyone wanted to download the app for the free burrito, yet they were also made aware of the food they were eating

2 years ago
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I agree with @Rachel22 because today it has become increasingly important that people know where their food is coming from due to a health kick. I think continuing this campaign would put their brand into this "revolution" and catch people's attention.

2 years ago
0

I already loved chipotle before this new message came out, and now I am even more intriged to purchase my food there because I know it was done the right way.

2 years ago
0

i like this advertisement because it shows what goes on behind the scenes and shows people what their food is actually made of

2 years ago
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this advertisement was a huge hit when it first came out and impacted so many people amd this ad campaign really shows how chipotle is a huge inspiration to the rest of the world. Chipotle is one of the only places that uses unprocessed meat and that is a huge reason that I am a fequent customer!!

2 years ago
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I agree with @jfinn6 with the idea of naming the farmer. The idea is similar to Ronald McDonald but now, people can be proud to say the farmers name because of the way chipotle has expressed this message of healthy unprocessed meat.