Did you see the latest Chipotle ad? In its Back to the Start campaign, Chipotle celebrated the beauty of small-scale farming as a source of ethical meat. In its new Farmed and Dangerous series, it attacks industrial food engineering. The ad is quirky, well done and really fun. (Check out the end line: “Those people died of eating, not of starving. That’s progress!”)
The ad has received its share of criticism – both from the agricultural community and reviewers such as Variety’s Brian Lowry – but also has garnered plenty of praise and media attention, and has gone viral.
Why does it work? In Creating Value People to People, a book I wrote with Innate Motion co-founder Christophe Fauconnier, we point out how Nelson Mandela (a fabulous source of insights for marketers) used “ecosystem thinking” to push his agenda in South Africa. Chipotle uses the same approach.
For marketers to capture their stakeholders’ imaginations, they need to think beyond company positioning and find a message that works for their entire business ecosystem.