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Chipotle takes on their corporate image

Jeremey Horan

This is an ad, a really well done ad by Chipotle. It works to distance themselves from other fast food franchises and shake the misconception that they're owned by McDonald' a standalone piece it's clever marketing, but does it change your perception about who they are as a company?

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  • Ginni McCarthy

    It does help to open the eyes of people, who are unaware of just how processed and manufactured some food is, the treatment of animals in it's production and the environmental impact, which is ultimately a good thing. This could lead to the perception of CHIPOTLE as a BRAND that is focused on making a difference, by using natural and more healthful options and business practices. I admire their inspiration and unique approach, at least. I think potentially this advert could help to improve their public appeal and popularity, if only because so many people are tired of being fed so - called, catchy jingles and hype in adverts, especially when the actual product is such poor quality and hardly natural, in it's origins. It is great to see that this company has been taking steps to improve the nutritional quality,natural content and environmental impact of their business. (see info on their website) This is advertising being used as a positive force, as it also helps to educate and they are setting an example for others to follow. I believe there is much scope for advertising and marketing to help lead the way in empathetic, eco-minded business, in the present and the future and this is a good start. Blessings, Ginni. Auckland, New Zealand

  • Todd Tyrtle

    I love this ad and the issues it brings up. And even as I love it, I find a cynical part of me "waiting for the evil". What's the catch? Where's the hypocrisy? Where's the big lie?

    After thinking about it, I have to admit, I don't really care. It brings good information to people who may not have it already.

    I remember reading in "The Geography of Hope" about this tendency that we progressives have to want not only to see good done by companies and individuals but often to want to see that good done for the same reasons we would do it in much the same way that a religious person would want someone not only to help the poor, but help the poor because (insert deity here) wants them to. So, just as I'm happy that Wal Mart is working to double the fuel efficiency of its fleet, I'm also happy to see this.

    (Disclaimer: I never did 'find the evil', but then I didn't go looking terribly hard after coming to that conclusion)

  • Mindy Nguyen

    Just read an article talking about how more and more companies are integrating environmental and social components into their mission and no longer just focusing on the financial gains. Great to see Chipotle taking such a proactive stance on leading the way in sustainability and transparency in such a critical industry.

  • Ritu Pant

    I came across this campaign on my facebook feed and it is beautifully done. The story, artwork, animations, music, everything is done brilliantly. Good on them!

  • Chelsea Frazee

    I know Chipotle is the first restaurant to voluntarily label their GMO ingredients on their website. They also label responsibly raised meats, pasture-based dairy, local and organic ingredients, hydrogenated oils, and preservatives. It seems like they are being pretty open with the ingredients in their food. I can respect that.

  • Alessandra Rizzotti

    This is the first interesting ad campaign I've seen that I think is thoughtful, done with only music and animation, and is actually really intriguing. It tells a great story about how a farmer can become a part of the local movement. I wonder if Chipotle is really doing that though? I'd have to research them more to see. Do you know anything about their company?