The Secret Message in Chipotle’s Advertisements

scarecrow

“Chipotle’s animated short film — accompanied by a smartphone game — depicts a haunting parody of corporate agribusiness: cartoon chickens inflated by robotic antibiotic arms, scarecrow workers displaced by ruthless automata. Chipotle’s logo appears only at the very end of the three-minute trailer; it is otherwise branding-free. The motivation for this big-budget exposé? ‘We’re trying to educate people about where their food comes from,’ Mark Crumpacker, chief marketing officer at Chipotle, told USA Today, but ‘millennials are sceptical of brands that perpetuate themselves.’

“Never mind that Chipotle itself — with more than 1,500 outlets across the US, and an annual turnover of $278 million — is hardly treading lightly on the world’s agricultural system. The real story is that the company is using a dose of anti-Big Food sentiment to inoculate the viewer against not buying any more of its burritos. Chipotle are very happy to sell the idea that they’re on our side if it helps to keep the millennials happy. If it’s advertising we don’t like, then it’s advertising we won’t get.’”

-Adam Corner, in Aeon magazine, on Chipotle’s latest ad campaign and anti-consumerism in marketing. Read more on advertising.

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