Chipotle Mexican Grill: Farmed and dangerous
Piro New York
What were the objectives for the creative work?
Interim objectives
Farmed and Dangerous' (F&D) objectives were aligned with Chipotle's overall marketing objectives: to change the way people think about and eat fast food; to make them want to seek food made with higher quality, sustainably developed ingredients. Achieving this involves not only making consumers aware of the larger issues of industrial farming and food production, but also making them act accordingly.
In its restaurants, Chipotle serves food made from the very best ingredients, raised with respect for the...