Heidi Fallon

Introduction to Public Relations

Elif Toker-Turnalar

5 November 2019

Chipotle Back to the Start Campaign

Chipotle has been known for having farm fresh ingredients and supporting farm

conservation. In 2011 they launched the “Back to the Start” campaign to bring attention to where

the food we are consuming comes from. Chipotle posted an advertisement video on their

YouTube page in August of 2011, telling the story of a pig farmer that switches to factory

farming. After realizing that factory farming is unhealthy for both our bodies and our planet, he

goes “back to the start” and starts cultivated farming again. This stood out to me because of past

research I have done for other classes on where my food comes from. I watched a documentary

on factory farming called “Food, INC.” that looked into these corporate companies that are sold

in grocery stores around the country. The results of those farms were unnecessary chemicals,

abuse of the animals, and what food our food was eating. “Food, INC.” perfectly related to what

the goal of Chipotles campaign is all about.

This campaign started off slow, and it was not publicized as much as it could have.

Because they only posted it on their YouTube channel, it only got a few thousand views. It was

scheduled to be broadcasted during the 2012 Super Bowl but was of two commercials that didn’t

make the cut. After that they broadcasted it during the Grammy’s and the video went viral.

People were talking about how we need to be more conscience about where our food comes

from. This was the exact goal Chipotle had, society needs to realize that factory farming is
causing pollution whereas cultivated farming is more natural. This gives us healthier food

options, keeps unhealthy chemicals and GMOs out of our food.

“Chipotle, which does not employ an advertising agency, devised its marketing approach

based on its own research, which it said showed that 75 percent of its 800,000 daily customers

came for the taste, value and convenience of its food.” (NY times) Chipotle customers mainly eat

the product for the taste, but so do any other customer at any other fast food restaurant. So, when

the company wanted to highlight that they were using all-natural products they could show their

customers that the taste of their food is real. This campaign sets Chipotle apart from the rest of

the top fast food restaurants because they are honest about the food they are selling to their

customers.

Going back to the start created such a buzz that chipotle started their own foundation for

Cultivated farming. The song “The Scientist” by Coldplay, covered by Willie Nelson, was the

background music for the advertisement and each purchase on Apple Music was donated to the

Jamie Oliver’s Food Revolution a local food pantry, and after the Grammy’s when downloads

went up the money went to Chipotle’s foundation. After the Grammy’s the video had over 26

million views and 25,000 more downloads on iTunes. This gave Chipotle $250,000 to donate to

their foundation.

In the United States, Chipotle competes with many other fast food restaurants. Their

biggest competitor is Moe’s South Western Grill, their food is very similar, and they are

constantly battling for number one. According to an Odyssey Online article, an online blog

where young writers can express their opinions, Chipotle reigns over Moe’s. The author, MAJA,

Moe’s ingredients are not as fresh as Chipotles ingredients. “Although Chipotle’s burrito makes

it more complicated to consume (due to its size), the quality of ingredients like chicken, rice,
spices, salsa, cheese, etc. are fresher. Moe’s is very much lacking in this area.” (MAJA) Moe’s

doesn’t advertise their fresh ingredients like Chipotle does, so there isn’t a way of knowing

where the ingredients are coming from. In relation to all American fast food restaurants, Chipotle

is rank number twelve according to USA today magazine. Colman Andrews, the author of the

USA Today article says that thirty-six percent of Americans eat fast food on a given day, and a

percentage of them are probably eating at Chipotle.

The campaign was a success and still continues to be a success, most people label

Chipotle for their fresh food. The campaign started in 2011 and lasted about two years, before

they continued with a new campaign called The Scarecrow. The Scarecrow was a continuation of

showing how factory farming is affecting society, we think we are getting all natural and healthy

foods when in reality it is pumped with unnecessary chemical to make it juicier or tastier. The

Scarecrow takes the opportunity to grow his own vegetables and fruits and sells them at his food

stand. People in the city see that his food is fresh and pick his food stand over “Crowfoods

Incorporated” the mass-produced food company. This campaign created even more buzz; they

created a scarecrow game which was downloaded about 650,000 times. The song in the

background, “Pure Imagination” covered by Fiona Apple, made it on Billboards top 100. In the

first month The Scarecrow was talked about over 17 different social media platforms, with

approximately 18.4 million conversations.

Overall Chipotle created a very successful campaign. I think that the first video could

have been promoted better, instead of just on their YouTube channel and as a movie theater

advertisement. They could have posted it on Twitter or other social media platforms. The

Grammy’s brought more attention to it, but still not the amount it should have gotten. When The

Scarecrow came out in 2013, I believe that Chipotle learned their lesson and blew up social
media with the video, the scarecrow game, and using “Pure Imagination” from Willy Wonka.

People were drawn in because of the creative angle Chipotle took to teach their customers that it

is important to know where your food comes from.

 Sources

https://vimeo.com/98800121

https://eu.usatoday.com/story/money/2019/08/06/most-iconic-items-america-biggest-fast-food-

chains/39885515/

https://www.theodysseyonline.com/chipotle-moes

https://www.nytimes.com/2012/02/10/business/media/chipotle-ad-promotes-sustainable-

farming.html?_r=0%20%20