Chipotle’s Brand Values Go Viral Again

Chipotle's recent marketing push isn't promoting the company's newest menu item or food quality improvement. Rather, Chipotle is letting traditional marketing take the backseat in favor of leveraging social and mobile channels to shed light on factory farming practices. The company is challenging consumers to think differently about food and have a little fun along the way.

No stranger to viral videos (and less than two years after its big GRAMMY commercial hit, "Back to the Start"), the burrito giant enters the scene again with a video entitled "The Scarecrow." The three-minute YouTube video picks up where "Back to the Start" left off, revealing a world where "Crow Foods Incorporated" has eclipsed small farmers with a mammoth farming factory, essentially turning the process of growing food into a science experiment.

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