Chipotle's scarecrow: content strategy or content marketing?
What is the objective: inform or deliver a “low blow” to competitors?
This is a beautifully crafted ad.
Here’s an example from Heinz that’s transparent (they offer up sustainability reports and are members of the DJSI (Dow Jones Sustainability Index) and it’s predominantly informative/educational. The health benefits of Ketchup are debatable, but the video is transparent in that it discloses that it’s trying to reduce sugar content.
Overall this is a terrific topic to debate around — thank you Mary. Chipotle should be applauded for making more effort than competitors to source sustainable-oriented ingredients. However…the ‘scare tactics” [pun intended] just went too far for my tastes. It was self-serving. It didn’t feel authentic to me…more like a cheap shot…below the belt…a “low blow”. Effective, but not respected.
There simply isn’t enough sustainably-produced beef in the world to supply McDonalds, Burger King, et al. Even if they wanted to switch, they couldn’t. They’d all go out of business…apart from Chipotle, who knows this—that’s why I label it a [beautifully crafted] “low blow”. Apparently, there’s not even enough sustainable-beef to supply Chipotle (20% of Chipotle’s beef is the ordinary stuff).
On balance, I find their clever, calculated strategy to target Millenials outweighs corporate core values as the motivation in this case.
Oh but the audio-visual experience…beautiful…haunting…cutting edge…and who doesn’t love the product?
Here’s an example from Heinz that’s transparent (they offer up sustainability reports and are members of the DJSI (Dow Jones Sustainability Index) and it’s predominantly informative/educational. The health benefits of Ketchup are debatable, but the video is transparent in that it discloses that it’s trying to reduce sugar content.
Overall this is a terrific topic to debate around — thank you Mary. Chipotle should be applauded for making more effort than competitors to source sustainable-oriented ingredients. However…the ‘scare tactics” [pun intended] just went too far for my tastes. It was self-serving. It didn’t feel authentic to me…more like a cheap shot…below the belt…a “low blow”. Effective, but not respected.
There simply isn’t enough sustainably-produced beef in the world to supply McDonalds, Burger King, et al. Even if they wanted to switch, they couldn’t. They’d all go out of business…apart from Chipotle, who knows this—that’s why I label it a [beautifully crafted] “low blow”. Apparently, there’s not even enough sustainable-beef to supply Chipotle (20% of Chipotle’s beef is the ordinary stuff).
On balance, I find their clever, calculated strategy to target Millenials outweighs corporate core values as the motivation in this case.
Oh but the audio-visual experience…beautiful…haunting…cutting edge…and who doesn’t love the product?
Chipotle's scarecrow: content strategy or content marketing?
![Chipotle's scarecrow: content strategy or content marketing?]()
Reviewed by Unknown
on
1:36 AM
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