When posting on Chipotle‘s impressive new campaign last week, we noted a few contradictions. The company wants to define itself as the anti-“Big Food” brand, but it’s a fast food chain once partially owned by McDonald’s. And while the chickens in your burrito may be “food with integrity (TM)”, they most certainly did not live idyllic lives just hanging out on the farm before they generously decided to become your dinner.
All this conversation inspired Funny or Die to make a parody video, and it might be the best clip we’ve seen from them so far.
Seems like someone wasn’t too impressed with the original.
The campaign is brilliant, but it also implies that Chipotle is a humane or even “vegetarian” organization. That’s not an outright lie, because the team that created it wouldn’t be so careless, but its purpose is to tie the brand to a lifestyle that doesn’t quite match by softening the audience’s perception of the meat production process.
This isn’t to say that Chipotle is evil. We ate one of their burritos last night, and it was delicious. But the parody is a clever reminder, in case you needed one, that content marketing is still marketing and that the end goal is still sales, no matter how nice it might make you feel.