DennisDemori.com

DISCLOSURE: This post was originally published September 29th. See the original + follow up comments on the Casanova Pendrill blog.

I’ve written before about Chipotle’s fresh marketing strategies, and this time they’ve delivered an incredible short film that is both an engaging and moving brand story.

Notice anything?

There’s no mention of dollar menus, happy meals, sizzling burgers or anything remotely associated with fast food – and why should it?

It doesn’t go head-to-head with the other fast food brands, and it doesn’t have to. In 2 minutes, Chipotle has created their own sub-category.

This is a much bigger idea than getting a quick meal at a drive through. It’s about a bigger purpose: going back to basics and treating food (and where it comes from) with respect and integrity.

Not only that, with over 1.2 Million views on YouTube, it shows you can earn a lot of attention online without traditional advertising.

BONUS: Check out the “Making of…” video

I walked into Chipotle yesterday and found a stack of these small fliers at the cashier:

What an excellent, yet simple idea!! Dress up as “a horrifying processed food product” for Halloween and get basically any menu item for $2. It’s a nice tie-in with Halloween plus it benefits both the consumer and Jamie Oliver’s Food Revolution. Great way to raise money and awareness for an important cause.

LINK — Chipotle: Boorito