Chipotle's New Short Film Takes Aim at Fast Food Companies
Katherine Pendrill — July 8, 2016 — Marketing
In an effort to remind consumers about its commitment to fostering a more sustainable food system, Chipotle released a short, animated film that takes aim at fast food companies.
The new ad is called 'A Love Story' and it is the third animated feature released by the company. In the video, two children start up lemonade stands across the street from one another. In order to attract more business, each begins adding new ingredients and new products until they have become fast food conglomerates. After each character realizes they have abandoned their integrity in favor of profit, they join together and begin serving fresh food similar to that found at Chipotle. The idea is to remind consumers what sets the fast casual chain apart from other brands by focusing on its commitment to selling "food with integrity."
By taking aim at fast food companies, Chipotle demonstrates why it is a better choice when it comes to dining out.
The new ad is called 'A Love Story' and it is the third animated feature released by the company. In the video, two children start up lemonade stands across the street from one another. In order to attract more business, each begins adding new ingredients and new products until they have become fast food conglomerates. After each character realizes they have abandoned their integrity in favor of profit, they join together and begin serving fresh food similar to that found at Chipotle. The idea is to remind consumers what sets the fast casual chain apart from other brands by focusing on its commitment to selling "food with integrity."
By taking aim at fast food companies, Chipotle demonstrates why it is a better choice when it comes to dining out.
Trend Themes
1. Sustainable Food Systems - Disruptive innovation opportunity: Develop new technologies and practices to create more sustainable food systems, appealing to environmentally conscious consumers.
2. Animated Advertising - Disruptive innovation opportunity: Explore the use of animated storytelling in advertising campaigns to engage consumers and convey brand values in a unique and memorable way.
3. Food with Integrity - Disruptive innovation opportunity: Create a brand identity centered around commitment to ethically sourced and high-quality food, appealing to consumers seeking transparency and healthier options.
Industry Implications
1. Fast Casual Dining - Disruptive innovation opportunity: Introduce unique restaurant concepts that prioritize fresh, sustainable, and ethically sourced ingredients to compete against traditional fast food chains.
2. Animation and Film Production - Disruptive innovation opportunity: Develop innovative animation techniques and storytelling approaches for brand advertising, catering to companies seeking creative ways to connect with audiences.
3. Sustainable Agriculture - Disruptive innovation opportunity: Drive advancements in sustainable agricultural practices, such as vertical farming or hydroponics, to support the demand for ethically sourced and environmentally friendly food.
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