Being Bloomberg, the documentary focused on the business side of Chipotle especially on how the chain brands itself as having "food with integrity."
The most interesting part for me, however, was the Chipotle's advertising campaign. Chipotle mainly seems to gain advertising through word-of-mouth and brand loyalty, but they've started to expand in the ad industry. The documentary showed clips of an animated short Chipotle created on the subject of letting farm animals run free; the short went on to winning movie awards and was even played in cinemas+TV! The documentary also mentioned a new mini-webseries in the works that follows the lives of characters who work jobs in the promotion of fast food/packaged foods. I found the concept of the highly multi-media advertising campaign open up new possibilities for advertising. I wonder if it'll work?
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