posted by taustin
The Mexican grill chain released a small scale campaign that was very simple yet highly shared and talked about. The campaign consisted of an animated short film accompanied by a smartphone game, both about the industrialised world of processed food. The creative animation shows that as we produce food on very, very large scales on industrial farms and through heavily processed means, there’s a lot of negative consequences. Negative consequences to the animals, the environment, the farmers, and to public health. This small campaign seems to want to inform consumers about how other fast food chains are operating, while at the same time subtly hinting that Chipotle’s processes are more sustainable. It’s saying: this is how other restaurants should be doing it. This campaign achieved its goal of initiating a conversation on the messages of sustainability and showing their commitment.