I’ve written before about Chipotle’s fresh marketing strategies, and this time they’ve delivered an incredible short film that is both an engaging and moving brand story.
There’s no mention of dollar menus, happy meals, sizzling burgers or anything remotely associated with fast food – and why should it?
It doesn’t go head-to-head with the other fast food brands, and it doesn’t have to. In 2 minutes, Chipotle has created their own sub-category.
This is a much bigger idea than getting a quick meal at a drive through. It’s about a bigger purpose: going back to basics and treating food (and where it comes from) with respect and integrity.
BONUS: Check out the “Making of…” video