Chipotle’s ‘Scarecrow’ Campaign: Leveraging ICT for Communicating Sustainability


Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

<< Previous

Introduction

Chipotle, the leading Mexican fast-food chain in the US, launched a new advertising campaign called the ‘Scarecrow’ campaign in September 2013. The campaign consisted of a short animated film and an advergame featuring an anthropomorphized scarecrow working for an industrial food producer in the distant future.

The modern food production industry was shown to be dominated by a big organization, which enjoyed a monopoly and used unethical practices to produce food. The campaign mirrored the business practices of some big modern day restaurants and industrial food producers. Through the new campaign, Chipotle aimed to make public the truth behind the system created by the industrial food producers. According to Chipotle, big fast-food restaurant chains had created a false image regarding the food they served in their outlets. ...........

Marketing Case Studies | Case Study in Management, Operations, Strategies, Marketing, Case Studies
or
Marketing Case Studies | Case Study in Management, Operations, Strategies, Marketing, Case Studies
or
PayPal (9USD)

A unique feature of the new campaign was that the animated film was exclusively released on YouTube. The advergame was also released on the App Store free of cost. Both the video and game were well received by customers with the video getting 6.5 million views within two weeks of its release and the game being downloaded 250,000 times within 4 days of its release. Other social media channels like Facebook and Twitter played a crucial role in the success of the ‘Scarecrow campaign’. .........

Background Note- Next Page>>