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Chipotle Honest About Serving Dead Animals

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It isn't usually expected that a restaurant be so honest in its ad campaign as to admit the product it serves kills animals but that's exactly what part of this Chipotle campaign does in a humorous manner. The campaign tag, "Honest Ingredients," ha s double meaning. It refers to Chipotle's goal of serving only meat that is "naturally and humanely raised and free of added growth hormones and antibiotics." It also refers to the company's progress towards these goals as reported in the print advertising, which states that given current availability and market pricing, "all Chipotle pork, about one-half of Chipotle chicken, and about one-third of Chipotle beef meet these standards." Check out all the creative here.

You can even create your own billboard copy at this site which has nothing to do with the company other than to have some fun with the ads.

Written by Steve Hall    Comments (4)     File: Campaigns, Consumer Created, Good, Magazine, Newspaper     Aug- 4-06  

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Comments

The Honest Cow thanks you.

Posted by: reid on August 4, 2006 05:49 PM

I like it. I wish more restaurants would follow suit. Treating the vulnerable with humanity and mercy is what makes us human -- we don't deserve our freedom of choice if we use it to harm those who can't defend themselves. What are we, sixth-grade bullies?

Posted by: malloreigh on August 4, 2006 05:49 PM

Dead animals? Well I wouldn't eat in a Chipolte a second time. Not only did the food look alive and vibrant with bacteria, the staff hadn't washed their hands in at least a week. One of the most disgusting and unsanitary places I ve ever seen.

Posted by: Mary on August 4, 2006 10:36 PM

Typically, it's a bad idea to sell meat by showing the animal. It's not appetizing. In particular, showing a detailed, grainy image of an ugly pig will quite certianly drive people away from the idea of eating pork. This is the worst ad I've ever seen.

Posted by: Dave on October 9, 2006 11:34 AM

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