Member Sign In

Sign In

Chipotle proves success of subtle advertising

Published September 17, 2013 at 10:27 pm


How direct does direct marketing need to be?

The answer is, not very, at least if Chipotle’s latest approach is any indication.

The Mexican-style restaurant chain has underscored its devotion to natural ingredients—including its meats—for some time. However, the company just released a short video that doesn’t state the business name until the very end.

With Fiona Apple crooning a cover of “Pure Imagination” from Willy Wonka and the Chocolate Factory, viewers follow the journey of a scarecrow who seemingly develops a conscience. The scarecrow is producing foods in a factory and decides that he would rather make foods that have been grown naturally.

Additionally, the video promotes a mobile app game, where customers can play and then receive a free burrito.

“It’s a lesson in subtle but powerful marketing—create something that gives your customers a strong emotional connection to your brand that they will want to share and will spark a conversation, all without making them feel they are trying to be sold something,” explained a contribution piece in Entrepreneur Magazine.

Businesses of all sizes can consider this approach when trying to develop a strong direct marketing program. The important thing to remember is that customers need to understand what a company’s brand is and what it represents.

In Chipotle’s case, it has already been established that the organization values naturally grown ingredients and fresh meats. A more subtle advertising approach could be enough to trigger that connection in consumers’ minds.

This is not to say that smaller firms will not find success, just that a well-rounded marketing approach will yield the greatest amount of return.

comment closed

Self-Service, Local Marketing Automation

Every one who sells, services, or promotes your brand whether across the country or across the globe is a brand ambassador. Our marketing software sits in the cloud helping to execute and manage their local direct mail and email campaigns, collateral printing, microsites with SEO and landing pages, and social media posts without ever compromising your brand. And provides all the enterprise reporting you’ll ever need. AdSoft Direct creates marketing centers that drive new business, improve customer loyalty, and connect you with the most important part of your business: your customers.

About Us »

Get in Touch

AdSoft Direct, Inc.
740 Tunbridge Road
Danville, CA 94526
(888) 3-ADSOFT
(888) 323-7638