Chipotle’s Marketing Campaign

advertisingChipotle’s newest marketing campaign, “The Scarecrow,” has gotten quite the buzz over the past few weeks. Growing up on a family farm, I was quickly offended when I saw the video, as I know that the practices used on my families’ farm look nothing like what is portrayed in the scarecrow video.

However, due to a stint working at an advertising agency, I was also quick to remember “The Scarecrow” is just a marketing campaign.

An Ad.

A Promotion.

Whatever you want to call it, it was developed to promote sales at their restaurants. The portion I struggle with is that, while the commenters and reviewers seem more than happy to spend their hard earned money at a corporate restaurant chain, farmers and ranchers become the bad guys for providing for their family using technology and modern practices.

Personally, I believe that people should have the right to choose what they purchase for their family to eat, and farmers and ranchers have always met consumer demand whether it be by the practice used to raise the food, by price or by quality.

We are in a world where the average person is three generations removed from the farm, and in the words of President Dwight D. Eisenhower, “Farming looks mighty easy when your plow is a pencil and you’re a thousand miles from the corn field.”

It’s not a bad thing to not know, but when opinions fuel emotions and emotions become published facts via social media – that’s scary.

A few articles I’d recommend –

More on perspectives, CAFO: “The Auschwitz of Livestock?”

For more on what the labels on your food actually mean, read Combating Label Confusion.

Learn more about different sizes of farms in A Tale of Two Farmers.

– Kassi Williams is a proud farmer’s daughter raised up on a cow/calf and grain farm.

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