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For the average YouTube viewer, Chipotle’s computer-animated “Back to the Start” video from 2011, portraying a family farmer fighting back against industrial agriculture’s machine-made mystery food, was two minutes of entertainment (helped in no small part by Willie Nelson’s crooning the Coldplay song, “The Scientist,” on the backing track).
But for Mark Crumpacker, Chipotle’s chief marketing and development officer, it was a wake-up call. He figured the video, produced with CAA Marketing, would resonate with viewers.
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