But why is this a great public relations message? Simple. We can be a part of this change. As the song “Pure Imagination” states, if "we want to change the world, there’s nothing to it.” Chipotle yearns to change this false paradise we live in and “cultivate a better world.” In the end, we embrace Chipotle for taking a stand against factory-farming. The company strives to take farming back to the start where everything is grown and raised properly. And as human beings, we want to be there and see a better world.
With this campaign, Chipotle creates a stronger bond and trust with its customers. According to USA Today, Chipotle is targeting the “strong Millennial values to eat better, eat local — and brand lightly.” By creating this campaign, people from around the United States have not stopped talking about this beautiful story.
Chipotle’s honesty and loyalty to its customers and advocacy for food with integrity (as mentioned in Aime O’Keefe’s article “The Burrito Effect") made it one of the top companies in the fast food industry. With “The Scarecrow” on everyone’s mind, I am excited to see what lies ahead for this revolutionary company.
Thank you, Chipotle, for taking a step to “cultivate a better world.”
Also, for fun, here is Chipotle's first animated video of the "Cultivate a Better World" campaign called "Back to the Start." Enjoy.