Food Industry

Ready, Aim, Fire! Chipotle Takes Aim at Big Food

With its aggressive new marketing campaign, Chipotle Mexican Grill has set its sights on Big Food companies. The burrito chain with more than 1,500 stores, recently released a short film, The Scarecrow, which depicts a wiry scarecrow entering a gigantic factory bearing the moniker “Crow Foods Incorporated.”

Viewers witness the scarecrow peering through cracks of a factory wall, as chickens are injected with hormones. The shots at Big Food continues as the scarecrow witnesses cows ensnared in boxes gazing into the distance as they are injected with some unknown substance.

Mark Crumpacker, chief marketing officer at Chipotle, explains that the film is meant “to help people better understand the difference between processed food and the real thing.”

While the film is clearly fictional, there is little doubt that Chipotle is setting its sights on Big Food.

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