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Top 100: Marketing Campaigns – Chipotle's campaign on better farming

Chipotle's campaign on better farming is number two on our list of the 2014 Fast Casual Top 100 Movers & Shakers: Marketing Campaigns.

January 14, 2015

Chipotle's campaign on better farming is number two on our list of the 2014 Fast Casual Top 100 Movers & Shakers: Marketing Campaigns.  

Chipotle has had success with cause marketing before, and it scored another hit with its recent promotion for better farming methods. The concept employed video, a website and an app-based game to teach millennials in particular that there are more sustainable, humane and healthful ways to go from farm to burrito.

The chain relied heavily on social media and other buzz to promote the content. Its game allowed players to earn points toward special offers by helping animals in a city called Plenty. The video, “The Scarecrow,” showed the titular character learning about better farming methods. The campaign intentionally de-emphasized the Chipotle brand to better appeal to the targeted demographic, which responds poorly to overly commercial messaging.