Chipotle releases awesome film to promote new iOS game

Having already racked up over 4 million YouTube views within just a few days, Chipotle’s new online ad, part of a wider promotion surrounding its latest free iOS game, highlights the importance of ‘wholesome, sustainable food’ and provides an excellent example of advertising done right.

Looking to directly appeal to its Millennial target audience, the popular Mexican restaurant, which only recently came to the UK, has made a conscious decision to move away from developing promotion TV adverts, saying that they often put off Gen Y, many of whom Mark Crumpacker, chief marketing officer at Chipotle, says “are skeptical of brands that perpetuate themselves.”

Instead, Chipotle got together with the Academy Award-winning creative genius’ at Moonbot to come up with a beautiful visual advert, which is accompanied by the melodic sounds of Grammy Award® winning artist Fiona Apple who covers ‘Pure Imagination’.

Since splitting from its majority shareholder, McDonalds, in 2006 the chain has looked to brand itself as a company that provides ‘food with integrity.’

By barely mentioning its own brand name throughout the video, Chipotle is taking a gamble on the shareability of the video in order to stress that, rather than being a ‘spotlight grabbing’ brand, it is instead, as Gawker puts it, more of a ‘fast food chain with a brain.’

http://youtu.be/lUtnas5ScSE