Chipotle injects its values into marketing with new animated video - New York News

Chipotle injects its values into marketing with new animated video

Updated:

By: Jamshid Ghazi Askar, Deseret News



The restaurant chain Chipotle released a three-minute animated video Thursday called “The Scarecrow,” in which the title character grows appalled by the quality-compromising tactics employed by the food industry. Eventually the scarecrow goes guerrilla and starts his own taco stand, replete with farm-fresh ingredients.

“This is all part of a larger marketing strategy that depends in part on the idea of essentially never doing television ads,” Matthew Yglesias blogged Thursday for Slate. “Both the theme of this video - Chipotle's message that it represents a superior alternative to conventional factory farming - and the lack of television advertising are designed to position the chain as a highbrow and upscale alternative to other quick service restaurants.

"Then when a video does come out, it's high-quality high-impact stuff that really gets attention and is designed to be memorable.”

The video also promotes a new arcade-style game called The Scarecrow that is available as a free app for iPhone and iPad users.

“The game encourages players to ‘tilt and tap your way through four unique worlds to protect vulnerable veggies, rescue caged animals, and bring fresh food to the citizens of Plenty, all while dodging the menacing Crowbots,' ” Eliza Barclay wrote for NPR. “… The game is, of course, fictional … but the aspiration is clear: Chipotle and its customers are coming for you, Big Food.”

The release of Chipotle's same-named video and game are far from the end of the restaurant's non-traditional marketing blitz. To that end, on Friday morning USA Today's Bruce Horovitz reported, “The move precedes a series of four, TV show-length Big-Food-busting dark comedies, ‘Farmed and Dangerous,' that Chipotle will post online sometime in 2014.

"For Chipotle, it's all about linking its name with the strong Millennial values to eat better, eat local - and brand lightly. It's all in the hopes that Millennials - who are the heart of Chipotle's target customer - will make Chipotle's better-for-you messaging go viral."


Original Post

Copyright 2013 Deseret Digital Media, Inc.

  • Local NewsLocal NewsMore>>

  • Hope's Land of Candy

    Hope's Land of Candy

    Monday, September 1 2014 8:13 PM EDT2014-09-02 00:13:34 GMT
    Step through the doors of Hope's Land of Candy in Island Park, Long Island and you''ll be taking a trip back in time. There's no WIFI but they do have a Victrola piano. And then there's the candy.. lots and lots of it.
    Step through the doors of Hope's Land of Candy in Island Park, Long Island and you''ll be taking a trip back in time. There's no WIFI but they do have a Victrola piano. And then there's the candy.. lots and lots of it.
  • Subway bedbug infestations on the rise

    Subway bedbug infestations on the rise

    Monday, September 1 2014 6:48 PM EDT2014-09-01 22:48:09 GMT
    It appears the subway bedbug problem we've been reporting is getting worse. Commuters already have to contend with sweltering platforms, scurrying rats and packed train cars, and now there's another transit woe: fear of bedbugs.
    It appears the subway bedbug problem we've been reporting is getting worse. Commuters already have to contend with sweltering platforms, scurrying rats and packed train cars, and now there's another transit woe: fear of bedbugs.
  • West Indian Day Parade steps off amid shootings

    West Indian Day Parade steps off amid shootings

    Monday, September 1 2014 6:05 PM EDT2014-09-01 22:05:47 GMT
    The West Indian Day Parade is supposed to be a time of fun and excitement in celebration of Caribbean culture. However, several shootings near the parade has turned it into a day of tragedy for some.
    The West Indian Day Parade is supposed to be a time of fun and excitement in celebration of Caribbean culture. However, several shootings near the parade has turned it into a day of tragedy for some.
Powered by WorldNow
Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | New Terms of Service What's new | Ad Choices