Both videos played on the same theme of “Big Ag = bad; us = good.”
With its values branding marketing campaign, Chipotle is trying to create buzz that naturally leads people to want its product.
Since its Mile High City beginning in 1993, Chipotle has styled itself as a fast-food restaurant that cares about the supply chain. Now the company has 1,500 restaurants.
“Farmed and Dangerous” reinforces the values-branding message from its early days and helps Chipotle distance itself from McDonalds Corp., which owned Chipotle for about eight years until divesting it in 2006.
On a different scale but in a similar vein, Pescadero, Calif.-based Jacobs Farm/Del Cabo relies on values branding. Organic growers Larry Jacobs and Sandra Belin in 1985 began a collaboration with a subsistence-level grower in Mexico. For them, “the goal of farming wasn’t just the bottom line but taking care of people, crops and the earth,” as they say on their website.
Values branding may be stock in trade for organic and local producers.
Watsonville-based California Giant Berry Farms banks on eating and living healthfully in the same way, sending its competitive bicycling team to events around the world. On Facebook, YouTube, its blog — The Buzz — and other places, Cal Giant talks about its successful bicycling team, planting the subconscious message that healthful athletes eat a lot of Cal Giant berries.
“We are definitely trying to make a values-based branding message with our cycling team at California Giant. The team is really the ultimate picture of a healthy lifestyle, and the young people that ride for us are the perfect ambassadors and ‘moving billboards’ for our brand,” said Cindy Jewell, director of marketing for Cal Giant.