Finding unique, memorable and compelling ways to emphasize what is most unique about you, your product or your service is the hallmark of great marketing.
In this example, the fast-casual restaurant chain, Chipotle Mexican Grill, added some spice to its long-running “Food With Integrity” sustainable farming campaign by teaming with Academy Award-winning design firm Moonbot Studios for The Scarecrow, an animated short film and accompanying mobile game created to increase consumer awareness of animal confinement, synthetic growth hormones, toxic pesticides and other fixtures of industrial food production.
Combine George Orwell-esque dystopia with Willie Wonka theme music, create a cute little Scarecrow character and – voila! – 6.5million YouTube views unfold in less than two weeks!
Of course, this is a big budget project that few can afford. But what you MUST do, is know what your core values are (for Chipotle one of them is sustainability and another is feeding people healthy food), know what your promise is (at Chipotle it’s ‘Food with Integrity’, and know what your brand personality is all about (Chipotle’s ad tugs at the heart while still being a little tongue-in-cheeek).
What is your brand all about? Don’t quite know? Let A-Cubed Small Business Marketing Services help you discover and create your brand and see your sales grow!