Mexican fast-food favorite Chipotle recently drew kudos and critiques for its evocative but melancholy “Scarecrow” integrated marketing campaign, the latest expression of its “Food with Integrity” initiative.
Editor Peter Weber, from TheWeek.com called Scarecrow’s 3-minute animated short “the most beautiful, haunting infomercial you’ll ever see.”
FarmingAmerica.org fired off this scathing rebuttal, and this brilliant parody paints Chipotle manipulative and hypocritical, intimating that beneath the spot’s maudlin veneer, it’s still just fast-food marketing.
Here’s a little background to help you assess the campaign’s marketing merits and failings.
The Big Picture
“We created ‘The Scarecrow’…to help people better understand the difference between processed food and the real thing,” chief marketing officer Mark Crumpacker says in Chipotle’s news release. “The more people learn about where their food comes from and how it is prepared, the more likely they are to seek out high-quality, classically prepared food like we serve in our restaurants.”
Campaign Concept
How creative executed the boss’s vision is described in this summary from Scarecrow’s campaign website:
In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow (a farmer) sets out to provide an alternative to the unsustainable processed food from the factory.
Integrated Campaign Components
- Film. The three-minute short from Academy Award winning MoonBot animation almost instantly went viral, earning nearly 7.5 million (and counting) YouTube views.
- Mobile Device Game. For iOS phones and tablets, available free through Apple iTunes.
- Interactive Website. A simple but highly visual platform where visitors can download the film, game and soundtrack. Watch founder Steve Ells earnestly describe Chipotle’s “Food with Integrity” initiative. Learn about Chipotle’s philanthropic Cultivate Foundation.
- Contest. To drive in-store traffic by offering a free burrito to all who ace the 4-level game.
- Social Media. Likeminded visitors can share their zeal via the campaign site’s numerous Facebook and Twitter buttons.
Small Business Takeaways
Even without a megabrand or budget, marketers can learn from the Scarecrow:
- Find (and tell well) your company’s unique story. Who are you? What do you stand for and more importantly, what does it all mean for your customers? Clarity and authenticity create community, especially in these days of social media. Trite corp-speak doesn’t. Get great storytelling insights from this revealing behind-the-scenes video interview with Scarecrow’s co-directors.
- Stay true to your brand. Promise and deliver a consistent, gratifying experience and customers will reward you by becoming loyal brand advocates and ambassadors.
- Rethink your website. How can you make it more engaging and/or visually appealing?
- Consider gamification. People love games and contests. Our previous post on the subject may help you decide whether they have a place in your promotional mix.
Yes, But Will it Sell More Burritos?
As a follow-on to Scarecrow, Chipotle plans to release a four-episode, TV show-length comedy miniseries called “Farmed and Dangerous” sometime next year. Whether a big budget, great storytelling and clear corporate vision translate into higher sales remains to be seen. But watching how Chipotle promotes itself will definitely give marketers something to think about.