Promoting Sustainable Farming in America

by saye5382

In 2012, Chipotle Mexican Grill launched an advertising campaign entitled “Food with Integrity” with the slogan “Cultivate A Better World.” Chipotle’s website states that Food with Integrity is their “commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers.” Chipotle began using sustainably raised ingredients about thirteen years ago. The goal of the campaign is to inspire a demand for change. However, the campaign may be bias because of Chipotle’s underlying desire to promote its fast food restaurant.

Chipotle commissioned the making of a short film entitled “Back to the Start,” as well as the film’s soundtrack.

video courtesy of Chipotle

Although Chipotle’s ultimate motive in launching this campaign might have been to promote its restaurant’s organic food, the film also succeeds in promoting sustainable agriculture in America.

In 2013, Chipotle launched another short film entitled “The Scarecrow.”

video courtesy of Chipotle

This video can only be found on YouTube. In many instances, “The Scarecrow” has been praised as an innovative piece of marketing and applauded for its anti-factory-farming message. An article in The New Yorker discusses the possibility that Chipotle is a “‘giant corporation,’ tugging at our heartstrings not because of genuine interest in sustainability or animal welfare, but to make us buy burritos.” However, the end of the article does state that Chipotle’s attempt to source ingredients that avoid harmful practices seems sincere.”

Chipotle has also recently begun to utilize a stealth marketing strategy: the release of a four-part comedy series called “Farmed and Dangerous” that satirizes industrial-scale farming:

video courtesy of Farmed and Dangerous

In contrast to “Back to the Start,” there are no references to Chipotle in these episodes. The miniseries is available on Hulu, an extremely popular media-streaming website, under TV-comedies. However, according to a New York Times article covering the series, Chipotle hopes that “preaching the gospel of sustainable agriculture will translate into consumers buying their fast food at Chipotle.”