In a bold marketing move, Chipotle will sponsor free screenings of the film “Food, Inc.” in 32 cities and place promotional material in 860 restaurants. This partnership is unusual for a food chain because the film focuses on unsavory practices within the U.S. food industry. If you’ve read Skinny Bitch or seen the film, “Super Size Me” you may have already gone vegan. I for one might lose my appetite completely after seeing Food, Inc. because it delves even deeper into how and why food arrives on our grocery shelves.
Chipotle’s founder sees synergy in screening the film. He feels that the more the consumer knows, the more he or she will appreciate what Chipotle does. The food chain uses organically grown produce and naturally raised meat. If you don’t know what “unnaturally” raised meat is, you need to know because you will never shop quite the same way again. Food purists like Alice Waters of Chez Panisse and the author Michael Pollan, who does commentary for the film have urged consumers to demand better practices. They argue that organic foods are pricier at present because demand is low. Once people educate themselves about how animals are groomed for slaughter (and there is no better term) and insist on improved methods, prices will stabilize.
When finding a marketing partner, you can do no better than one who shares your philosophy. In supporting the film, Chipotle raises its own profile and highlights its mission statement. It’s a way to reinforce your message with your current consumer base and also a way to reach others for whom cause-related marketing resonates. You needn’t proselytize, the simple fact of the alliance speaks volumes. It’s an eloquent and tasteful marketing move.
