It’s just a YouTube video. Not a cent has been spent to air it on television. There are no live actors, either human or animal. The brand name doesn’t appear until the last few seconds of the video. But in just 48 hours it has generated scads of publicity and media attention, stirred controversy and angered folks in the food processing industry. And, by the way, its immediate goal is to promote a mobile app. But Chipotle’s new video “The Scarecrow” is an effective piece of branding in its own right.
Chipotle’s new viral infomercial with unique animation grade challenges fast food consumers to pause when choosing sources of unhealthy industrial ag choices. Look for more of this genre to provoke rebellion against unsustainable practices.