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>>

  • Community celebrates renovated Queens Library branch damaged by Sandy

    Community celebrates renovated Queens Library branch damaged by Sandy

    Friday, April 18 2014 4:57 PM EDT2014-04-18 20:57:15 GMT
    It's been nearly a year and a half since Superstorm Sandy tore through the Queens Library Arverne branch in the Rockaways. Now it is back in business.Sandy left behind 4 feet of water. A massive renovation -- gutting, cleaning, repainting, rewiring -- was needed to get everything back up to speed. The library, which reopened March 18, is a vital part of the community.
    It's been nearly a year and a half since Superstorm Sandy tore through the Queens Library Arverne branch in the Rockaways. Now it is back in business.Sandy left behind 4 feet of water. A massive renovation -- gutting, cleaning, repainting, rewiring -- was needed to get everything back up to speed. The library, which reopened March 18, is a vital part of the community.
  • NYPD identifies woman wanted for baby snatch attempt

    NYPD: Woman tried to snatch baby in stroller

    Friday, April 18 2014 4:36 PM EDT2014-04-18 20:36:31 GMT
    Police want to question a woman who tried to push a stroller with a baby inside away from a nanny in Chelsea. The incident occurred on 8th Ave. and 17th St. at about 4 p.m. on Thursday. The 8-month-old baby was not harmed. People who were in the area jumped in to stop the woman before she took off southbound on 8th Ave., according to police. A sketch was released on Friday of the suspect.

    Police are looking for a woman who tried to push a stroller with a baby inside away from a nanny in Chelsea. Police have identified the suspect as Tara Anne McDonald, 46. The attempted kidnapping occurred on 8th Ave. and 17th St. at about 3:45 p.m. on Thursday, police said. People who were in the area jumped in to stop McDonald before she took off southbound on 8th Ave., according to police.


  • Basil farm ready to switch to marijuana

    Basil farm ready to switch to marijuana

    Friday, April 18 2014 4:11 PM EDT2014-04-18 20:11:50 GMT
    Basil plants grow on a New Jersey farm, but the facility could be turned into a five-acre medical marijuana greenhouse with only 48 hours' notice. The hoses from the state-of-the-art Dutch hydroponic system are watering flowers now, but with a few minor adjustments could just as easily grow marijuana plants for medicinal cannabis. The only reason it's not happening now is because the company is publicly traded and subject to federal law.
    Basil plants grow on a New Jersey farm, but the facility could be turned into a five-acre medical marijuana greenhouse with only 48 hours' notice. The hoses from the state-of-the-art Dutch hydroponic system are watering flowers now, but with a few minor adjustments could just as easily grow marijuana plants for medicinal cannabis. The only reason it's not happening now is because the company is publicly traded and subject to federal law.
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 | Terms of Service | Ad Choices