nick sargent

Chipotle Commercial and Reputation Management

By Communications, Public Relations, Social Media

My friend Nick Sargent wrote about the Chipotle commercial that debuted during the Grammy awards.  The commercial is causing a lot of buzz among those interested in agribusiness, the local food movement and Chipotle fans in general.

It was appropriate to bring up and share during a discussion with a client whose work is at the center of the local and natural foods movement yesterday. We watched it together and shared some reactions. Someone commented, “Isn’t Chipotle owned by McDonald’s?”

McDonald’s, often villified (see Supersize Me) and taking it on the chin often, as the symbol of the entire fast food industry WAS in fact, the majority owner of Chipotle from 1998 to 2006 but it is no longer. 

Since, clearly people still associate the two (oughta work on that aspect of your reputation management, Chipotle), McDonald’s wisely chose this opportunity to release the news that they are phasing out “tiny cages for pigs,” the very image the television ad offers up.

 What do you think of the campaign?