There are more and more companies that are understanding how to promote campaigns well online. One company that I think really gets how to utilize different online marketing techniques is a self-proclaimed “fast casual” food service specializing in big burritos — Chipotle Mexican Grill.
Let’s do a little case study to determine the indulging ingredients being offered by Chipotle.
Chipotle’s focus “has always been on using higher-quality ingredients and cooking techniques to make great food accessible to all people at reasonable prices.” But the company admits that fresh is no longer enough and the company prides itself on knowing the sources for all of its ingredients to provide flavorful food and to be mindful of the environment — thus the evolution of the idea of “Food With Integrity” campaign.
Corporate website — The company’s website has a “Food With Integrity” section with different tabs for consumers to learn about animals, people and the environment. Each of these sections has feature stories about where Chipotle ingredients come from and the people who deliver those ingredients. The website also has videos: highlighting farmers, talking about the CEO’s desire to get back to the food basics, how the campaign ties into the business, etc.
Chipotle also has produced other videos that don’t even run as TV ads. Remember a couple years back when it all started with “The Scarecrow” video? Here’s a reminder:
The computer-animated video tells the story of a farmer being controlled by the industry and how he gets back to the basics. To date, the video has more than 13 million views on YouTube. An article in The New Yorker claims that “The Scarecrow” has been praised as an innovative piece of marketing and beautiful work of art, and applauded for its anti-factory-farming message. On the flip side, some agricultural producers have responded angrily, accusing Chipotle of peddling misleading representations of conventional agricultural methods: all farmers, they argue, care about their animals, and no one keeps a cow in a metal box or injects a chicken with green slime.
Whether you like the video or not, Chipotle is successful in other online marketing techniques.
Blog — Chipotle maintains a blog with frequent entries and the company does use storytelling to convey its message; however, this is done primarily through photos rather than heavy content. Even though the idea of “Food With Integrity” isn’t obviously stated in recent blog posts, the message is still there — explaining to customers where their food comes from. Here is a screen shot from Sept. 9 that explains the use of corn in the restaurant as well as a little background information on where they receive it:
Mobile — Chipotle gives the customers an opportunity to place online orders, pay online and then pick-up in the store later. Customers who are truly on the go can download the restaurant’s app to place orders, access nutritional/allergy information or see pictures of menu items. I think Chipotle understands how mobile marketing plays a factor in its digital marketing mix.
Although Chipotle uses various digital mediums, the company maintains consistency by always reiterating the message of quality ingredients. As Chipotle founder Steve Ells shares in one of the company videos: “I think it’s really important that people know where their food comes from.” Chipotle continues to educate customers about the meat they are putting into their mouths when they choose Chipotle, whether it’s through video, feature stories or photos.
What other companies do you think are successful of maintaining a consistent message across digital platforms?