Chipotle Mexican Grill Inc. and Moonbot Studios have wowed consumers and advertising critics with “The Scarecrow,” a beautifully produced animated short film accompanying Chipotle’s new anti-Big Food game.
The three-minute film, backed by a Fiona Apple track and described more than once as “haunting,” looks at a bleak world where people mindlessly ingest edible products supplied by “Crow Foods,” an industrial farming giant that secretly pumps up its chickens with hormones and stuffs its cows in tiny cages. The film’s hero is a scarecrow who realizes the injustice to all animals – both two- and four-legged – and establishes his own fresh food business, David to Crow’s Goliath.
Already hailed as “Oscar-worthy,” the short is a tremendous PR win for Chipotle – despite the fact that it shows the company’s name only once, at the very end. That’s very intentional, Chipotle Chief Marketing Officer Mark Crumpacker told USA Today, because the company sees its target diners as young adults who “are skeptical of brands that perpetuate themselves too much.” For that reason, Chipotle has generally avoided TV advertising and focused instead on more creative hooks, like this film and the game that is played on Apple products, to grab customer attention. With this campaign Chipotle has positioned itself as not only the thinking man’s Taco Bell but the healthier and more morally comfortable alternative to most fast-food options.
THE PR VERDICT: “A” (PR Perfect) to Chipotle for spicing up the fast-food wars, too long the domain of gray hamburgers, factory farming, and boring commercials.
THE PR TAKEAWAY: Know what your customers want – and what they don’t. Chipotle’s campaign may seem unorthodox, but the company didn’t blindly speculate about what their patrons might like. They expertly blended their target demographic’s entertainment, idealogical, and tech preferences with the company’s well-established core message: our food is fresh and from sustainable sources. Where they took chances was in creative expression, and for that they partnered with an award-winning graphics studio and singer to tell their story. For Chipotle, “The Scarecrow” is a recipe for successful marketing.