Chipotle recently produced a video that looks like it came
from the Pixar studios. The ad has already been viewed 5 million times on
YouTube,
The animation shows a scarecrow slaving away in a factory
where fake meat is branded as “all natural”. The poor soul is plagued by mechanical
crows representing evil or greed. After seeing all the horrors of the
production process, he decides to grow his own food. He starts to sell his home
frown food, addressing a market need.
Only at the end of the quite long video clip is the fast food
chain credited (as well as the annoying song – I clicked "mute” to get rid of
the ear piercing soundtrack).
According to the CMO of Chipotle
Mexican Grill “We are on a mission. We want to change the way that people
perceive fast food. Food producers paint a rosy picture of the industry. That’s
only a front, as we want to show.” Chipotle’s previous video was viewed around
8 million times.
Chipotle claims not to use any meat products with hormones and antibiotics. The company also emphasizes that it purchases all its ingredients
nearby, thus reducing its carbon footprint. However, a fast food chain is still
a fast food chain. According to Erica Griedler, "Chipotle gets its avocados from
Chili or Mexico if not locally available." She points out that a company can only
be as green as its business model permits.
Still,
the video clip is really cool:, as you can see below:h
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