Mark Crumpacker's Farm-Friendly Pitch for Chipotle

2014 Brand Genius winner for restaurants

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).