Which Fast-Food Chain Made this Viral Video? And Why?
This company takes an unusual approach to video advertising to gain customers and encourage discussion without using its name until the very end. Here's a hint: it has an outlet two blocks north of Albany and another two blocks south.
Published Sept. 23, 5:14 p.m.; updated Sept. 24, 1:34 p.m.
By Autumn Johnson
Albany doesn't have its own, but if you go two blocks north or two blocks south from the city border on San Pablo Avenue, you can find a Chipotle Mexican Grill, the popular chain striving to set itself apart from other fast food chains with not only the kind of food it serves but also with the way it advertises.
The purpose behind the innovative approach to advertising is to rally customers to take action and demand that food comes from sustainable sources while also eating meat from animals raised in humane conditions. The company's mission statement says it wants "to change the way people think about and eat fast food" and in an effort to do so, serves menu items made from locally grown produce and meats that come from sources that "raise meat responsibly."
The Scarecrow Game website invites viewers to "Join Chipotle and the Scarecrow on a journey to bring real food back to the people. Play the game, watch the animated short film, and find out how to take action." Patch wants to know what you think about the video and whether or not it impacts your decisions about where to eat. You can tell us what you think in the comments section below.