Chipotle’s recent financial results have revealed a successful third quarter of 2013 as compared to the third quarter of 2012, with revenue increased 18.0% to $826.9 million.

With the notorious scarecrow ad (and downloadable song and game and all round worthy cause) released on September 12th, it’s conceivable that the last three weeks have played a part in the strong financial performance.

The scarecrow video was released solely online, and has been viewed 7m times on YouTube. There’s a nice responsive microsite for the ad and game, too. ‘As an incentive for players to complete the game, Chipotle is providing food rewards redeemable at any of its U.S., Canada and UK locations.’ 

Never has a scarecrow started such debate. You can watch the ad below, and the delicious Funny Or Die parody. 

CMO Mark Crumpacker’s summation of the campaign is indicative of the video’s level of twee, and for some people the ad was too far.

In many ways, ‘The Scarecrow,’ represents what we aspire to accomplish through our vision of Food With Integrity,

In a system that is so heavily dominated by industrial agriculture and factory farms, we are committed to finding better, more sustainable sources for all of the ingredients we use and to helping build a better food system, much the same as the character in ‘The Scarecrow’ is taking important steps to fix what he perceives as being broken in his world.

Essentially, many commentators believe that Chipotle did itself a disservice, turning some people off the brand.

Some think the ad actually promotes full-on veganism, not ethically sourced meat at Chipotle.

The debate:

  • Chipotle uses locally sourced ingredients and raises lots of money for charities working towards sustainable farming.
  • BUT Chipotle uses other chicken and beef when its naturally raised meat is in short supply. 
  • Chipotle’s ad paints the rest of agriculture as downright evil, and this has made some farmers angry.

Behind all the hand-wringing, there’s actually some solid marketing. The fact that the ad wasn’t released on TV, and that the brand was hardly used in the video is fairly revolutionary.

It’s ‘cause marketing’ and Chipotle is relying on its community to spread the video. 

Whether we can say that three weeks of sales as part of a bumper Q3 is big news, I don’t know. But I’m inclined to believe that all PR is still good PR, as long as the quality of the product isn’t cast into doubt.

In Chipotle’s case, for all the preaching, the food is still sourced in a more ethical and sustainable way than the majority of fast food competitors. 

Ben Davis

Published 21 October, 2013 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at, follow at @herrhuld or connect via LinkedIn.

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Comments (2)



Completely ignorant! If you want to see how a real cattle operation works then you need to come to western Nebraska, or anywhere in Texas or Oklahoma and see it.
There are more hormones in the birth control that we as women put in our bodies than in the shots that cattle are given!! Medication is given to the cattle to fight disease, just the same as you would give your child medication to stop a cough, there is no difference. With no treatment the cattle would suffer and die of sickness, and that is inhumane.
They are not medically fattened ( that goes for true pasture/cornstalk fed cattle and chickens) Cattle are allowed to graze freely in the pastures and when they are penned up in feed lots they are free to move around and play and run around.
The stupidity of the sheltered TV taught city American needs to stop. Cartoons depict bulls with utters, that is the ultimate display of ignorance. It is sad to me that we work our asses off for generations to raise and grow cattle naturally and it takes people like the creator of this video 3.5 minutes to ruin years of growth.

almost 5 years ago

Ben Davis

Ben Davis, Editor at EconsultancyStaff


As a genetics graduate that never understood the storm around GM, let alone hormones etc, I agree, and understand there's a whole lot of obfuscation around farming, not least by Chipotle.

It's definitely kicked up a storm.

However, I do admire that they at least commit to even the smallest amount of local produce and use pork suppliers that give their pigs plenty of freedom.

Anyway, whatever the facts, I think you're right that this is aimed at the cities and is a naive view of husbandry.

Eating meat has consequences, we all know that!

almost 5 years ago

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