They may pull at your heartstrings or inspire you to action. Cause marketing attempts to do just that while at the same time inspire loyalty to their brand.
Companies like Chipotle have tapped the popularity of short films to bring their message to the masses about their Food with Integrity mission. In their thought-provoking short film, The Scarecrow (2013) and its companion game, they depict a world where crows use scarecrows to perpetuate the facade that food is produced in the most healthy ways possible. As the film continues, you see the scarecrow becomes disillusioned by the fact that the food is mass produced, compromised by chemicals and cows and chickens are raised in inhumane living conditions. Pretty heavy duty messaging for a brand that wants you to not only frequent their restaurants, but also to join their cause.
In taking a serious jab at industrial farming, Chipotle runs the risk of their concept backfiring. Take a look “The Scarecrow.” To date, it’s been viewed nearly 13 million times and has been shared over 33,500 times on YouTube since its release on September 11, 2013. And with its over 2 million Facebook fans, Chipotle appears still to have a loyal following.
How does it make you feel about how the food you eat is produced? For those of us living in farming communities, it’s hard to accept that our friends down the road are employing such tactics to get their products to market. After viewing the film do you feel that Chipotle is promoting too general of a depiction of the food industry?