Chipotle grabbed the attention of viewers during the 54th Grammy Awards this year with their thought-provoking animated commercial. The 2 minute long spot was Chipotle’s first National TV Commercial and perpetuated the company’s “Food with Integrity” position.
The commercial told the story of a farmer who turns to factory and processed farming, but eventually returns to more natural and humane farming methods after envisioning the frightening future of industrialized farming. The Coldplay song “The Scientist,” sung by Willie Nelson, played in the background and ironically enough, most people are commenting that the song even overshadowed Coldplay’s performance at the Grammy’s that same night.
The New York Times reports that the ad was the result of trying to get more consumers emotionally involved with the brand after extensive research showed that most patrons hardly differentiate Chipotle from any other fast food restaurants. The chain’s natural food approach has become their top selling point, and they saw a big need to push their message to the masses, even though the company tends to stay away from traditional advertising methods.
Overall, the commercial comes off upbeat and even tugs on the heart strings a bit all while telling a pretty dark truth of the industry. Do you think Chipotle got their message across? Telling from the current outpour of praise and attention, I would say they certainly did.