Even before I saw it,Â I knew Chipotle’s new video advertisement wasÂ exactly the rightÂ move.
Chipotle’s decision to involve food critics into their systematic approach to solving their food safety problem (as opposed to just spinning the issue) is comparable with the gold standard of crisis management – Â Johnson & Johnson’s Tylenol approach. And the advert as an appropriately timed re-emergence, is a true testament to its roots.
TheÂ great challenge here is that so many of Chipotle’sÂ customers think local, organic, and small equals safe, and that is just not necessarily true. The video does an excellent job illustrating this paradox, even to the layman.
Welcome back, Chipotle – well done.