Chipotle Uses Cause Marketing

The new Chipotle short clip has gone viral on YouTube. This is a great example of a controversial cause marketing strategy. The eerie clip is promoting sustainable farming by taking the viewer through factory farms and big agriculture. The clip has prompted many different view points, as expected.

In an interview with the masterminds of the clip, The Week asks what is is like to watch the response to the clip. Limbert Fabian says:

 "It's amazing how the dialogue is just incredibly fast. Not only just about the film — that's interesting and we love that — but the subconversation that's going on about the intent of the film. I know Chipotle really wanted that to happen and we were curious whether it was gonna be very negative or not, but it's definitely spreading the way we thought it would spread as far as the conversations that are being had, whether it be about food, whether it be about the production of the film itself, or, more importantly, the game."

Read the full interview conducted by The Week here.

Cause marketing is controversial. As Forbes states, "Cause marketing is controversial because it is so often ineffective: or more precisely it tends to benefit the cause more than the associated brand." Whether you agree with the view of this short film or not, Chipotle got people's attention.