Chipotle: Back to the Start

Posted on August 30, 2011


Many people are commenting on Chipotle’s values and ethics after seeing the following video, which is no surprise. I would like to point out, however, that this is an excellent use of emerging media. Chipotle, known for its organic take on farming, continues to brand itself as such with content like this.

Creative, consistent, and meaningful. The strong message connects with the audience and the Coldplay cover by Willie Nelson gives it a viral edge. Kudos.

My favorite comment on the Facebook post so far: “So, do I get a free burrito for watching this?” I guess you can’t win ’em all.

Coldplay’s haunting classic ‘The Scientist’ is performed by country music legend Willie Nelson for the soundtrack of the short film entitled, “Back to the Start.” The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.

Download the song “The Scientist” by Willie Nelson now available on iTunes for $0.99. Label and artist proceeds benefit The Chipotle Cultivate Foundation.

Posted in: Emerging Media