Chipotle’s Anti-Factory Farming Ad Wins a PR Award

Jun 17, 2014

By Amanda Brodhagen, Farms.com

Chipotle Mexican Grill and Creative Artists Agency, took top prize in the Cannes Lions PR category for its commercial called “The Scarecrow.”

The almost four-minute ad has stirred controversy, especially for those involved in the agriculture community, who’ve taken issue with the way the video portrays modern farming practices. In particular, the ad contrasts what it dubs as “factory farming,” to promote “sustainable farming” or non-GMO food production.

In the clip, the storyline follows a scarecrow character on a journey about the food system. The ad begins with the scarecrow entering what resembles a factory called Crow Foods, which shows chickens and cows in confinement being injected with needles, with what is assumed by the viewer to be antibiotics and/or hormones. It then contrasts those images with the same scarecrow character picking fresh vegetables in a garden.

Interestingly, the creators of the Chipotle ad campaign won an award in 2012 with a similar video that aimed at promoting “sustainable farming practices” versus “factory farming.”

Video: How Did This Happen… Late Night Disaster!!

We started the day with some spraying ahead of the corn planter, then we transitioned over to the bean planter. While we were running the bean planter, the corn planter was hard at work all day. After days of grinding, we finally sealed the deal and finished up the very last of our corn planting!

Everything was running flawlessly until late into the night. Just as we were wrapping up, disaster struck—a massive flat tire on the sprayer… We were able to get the sprayer off the road safely and into the field. What a day!

My name is Michael Wendling, and I am proud to be a 6th-generation farmer carrying forward a family legacy that began in 1879 here in East Central Illinois.

Today, our operation focuses on raising food-grade corn for Frito-Lay and also soybeans. While the tools and technology have evolved, our core values remain the same: hard work, integrity, and a deep respect for the land we steward. Thank you for following along and supporting the journey.