What is Chipotle ?

chipotle, chi-poht-lay; , or chilpotle, which comes from the Nahuatl word chilpoctli meaning “smoked chili” is a smoke-dried jalapeño. It is a chili used primarily in Mexican and Mexican-inspired cuisines, such as Mexican-American and Tex-Mex.

Chipotle Scarecrow Video

 The video has racked up 7.5 million views!


Above you can watch Chipotle’s newest Public Relation piece. It’s an animated short about a sad Scarecrow who works at some sort of futuristic factory farming-esque place and it’s gotten over 500,000 views very rapidly. All in all, a big success for Chipotle, but just how honest are they being? Obviously, the video isn’t about straightforward facts, but if you look closely, you can see that there is some implied specific claims to this bit of Public Relation magic.

“The Scarecrow” is not advertising.  It is a narrative.  The critics of the video – who charge that it is unfair and distorts the reality of conventional farming in the U.S. – miss the point.  Chipotle is not trying to be fair – the brand is trying to provoke an emotional response, both from the people who agree and disagree with them.   Chipotle realizes that the stronger the outcry is from people who detest the story they’re telling, the closer those who agree with them will align to the brand.

 The viral video campaign, along with the new mobile apps tracks a very different course from its fast food competitors.  But along the way, Chipotle has build a very distinctive and memorable brand, whether you love it or hate it.


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