The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)
By Brett Eaton • September 16, 2013
Last week, the restaurant Chipotle released a new marketing program, “The Scarecrow,” which depicts a kind of creepy, dystopian world that makes a heart-wrenching statement about the sorry state of industrial food production. In less than a week after its release on Wednesday, 9/11, the video had attracted 3.1 million views on YouTube, almost 20,000 likes, and more than 4,000 comments. It was picked up by countless media sources (Slate, the , NPR).