Chipotle raise the game once again with The Scarecrow.
Chipotle is about to turn the ad world on its head — even as it smacks Big Food in the chops.
Yesterday, the Millennial-friendly Mexican food chain posted ”The Scarecrow,” a Big-Food-mocking 3½-minute animated video ad — and made available a free downloadable, interactive game on the topic. The twist: Both have virtually no Chipotle branding.
Chipotle’s name shows up — in small print — only in the game’s introduction, and its logo is displayed only after the video is over.
The move precedes a series of four, TV show-length Big-Food-busting dark comedies, Farmed and Dangerous, that Chipotle will post online sometime in 2014. For Chipotle, it’s all about linking its name with the strong Millennial values to eat better, eat local — and brand lightly. It’s all in the hopes that Millennials — who are the heart of Chipotle’s target customer — will make Chipotle’s better-for-you messaging go viral.