Has Chipotle Mastered the Branded Video?

In 2010, Chipotle ran an ad campaign about Chipotle ad campaigns. The premise was that Chipotle's ad agency was telling the company to put its complaints about factory farming on the back burner and instead focus on its big burritos.

Like much of Chipotle's marketing, the campaign allowed the brand to have it both ways: The company would be seen as a rebel, while shoehorning in a conventional product pitch for those big burritos. A year later, with approximately $800 million in revenue, Chipotle dropped the product pitch altogether with "Back to the Start," a video that featured a farmer who rejects the increasingly industrialized nature of his profession Read more...