Grammy Winning Willie Nelson, Chipotle and Factory-Farmed Foods
February 13, 2012
Maybe the nicely designed animation caught your eye. Or the timeless timbre of Willie Nelson's voice caught your ear. Or the sound of him singing Coldplay's "The Scientist" caught your imagination.
Either way, the "Back to the Start" commercial that came between Adele's 248 awards on last night's Grammy broadcast probably caught you by surprise, too, when it went from a narrative about a charismatic hayseed trying to turn back the trend of factory farming to a commercial for the burrito shop.
You shouldn't be surprised. Chipotle is nothing if not a very, very savvy company.
That was my thesis, anyway, when I took their moving into Sand City late last spring—and the fact that Weekly ag reporter Sara Rubin used to investigate farm sources for the brand—as an opportunity to chew into some of the myths, mystique and marketing genius that is Chipotle.
Check out that piece, Fast Times : Parsing the complicated realities of Chipotle and In-N-Out, by clicking here. The commercial appears below. Sing it, Willie:
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