Mark Crumpacker's Farm-Friendly Pitch for Chipotle

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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).

Photo: Sasha Maslov

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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