Chipotle Billboard - Antibiotics - chicken not as dangerous to eat as before
March 2, 2007 – 2:03 pm
Get Antibiotics from your doctor, not your chicken.
- Now serving naturally raised chicken in KC -
There have been a few billboards around town that have gotten my attention, so you will probably see future topics on outdoor ads as I’m able to capture a decent picture while driving (don’t try this at home, folks, I’m a trained professional).
First, let me start off by saying that I’m a fan of Chipotle: both the food and the brand. I usually have to split a burrito to prevent going into a food coma, but every now and then are able to consume an entire one, and when I do, usually have to pass on the next meal.
The Chiptole website is pretty decent and they post many of their ads online on their corporate website, and even allows voting on the radio ads. Posting your ads on your corporate website is great because in reality consumers will post the ads through other channels, such as YouTube (videos), Flickr (images), etc. Chipotle also completed a video advertising contests where they asked college students to contribute 30 second spots about Chipotle. Check out the winners, which I don’t personally think are that great, but the point they had the contest was enough to give them some kudos.
Don’t get me wrong, I understand opening up your ads to the world to review creates a whole list of other potential problems, including the monitoring of comments and how to handle negative posts, which are inevitable.
Publishing ads through another channel, such as posting a TV ad on your website, creates all kinds of licensing issues in regards to rights management and talent payments. And if online distribution wasn’t included in the original negotiations with the ad participants, its going to be tough to go back and get them to sign off on it without wanting some type of compensation, which is understandable. Most of the Chipotle print ads are straightforward enough that getting clearance to post them is probably no big deal.
The following quote is from the April 28, 2005 Kansas City Star on the “Learn: Critics” section of the Chipotle website
“Chipotle’s rejection of standard corporate agribusiness fits right into my notions about food.”
I understand they are trying to promote the fact that they now use naturally raised chicken. But the reason I don’t like the ad is because it calls into question why they weren’t before. Sure, I get they are selling the benefit that it is now better than it was (or at least healthier), but they are also saying it wasn’t as healthy before.
Chipotle has a similar billboard around town about We’re Anti-Antibiotics, or something along those lines. I only saw the billboard once and wasn’t able to snap a picture.
Similar concept (no image): Every 11 seconds another person switches back to the new at&t
Why remind us that people switched in the first place, and in most cases, for a reason that they still probably carry angst about? Kind of like saying “We’re not as sucky as we were before” so come give us a try again.
I can’t remember the details, but I have seen other companies pursue this strategy when they buy out under performing brands and take them over, especially common in retail.
Like, “Now under new management”. If consumers have a negative idea of the brand, its going to be an uphill battle trying to get them to come back in unless there was a lot of brand equity to start.
I agree with being transparent and taking responsibility when things go bad, but when you’re trying to sell new benefits, you don’t have to call into question why the change was made, because the negative is going to stick around a lot longer than the positive.
And in the case of Chipotle chicken, which is my favorite type of burrito, I’ll take it with or without antibiotics, because they are just that good.
Technorati Tags: Chipotle, billboard, antibiotics
7 Responses to “Chipotle Billboard - Antibiotics - chicken not as dangerous to eat as before”
I drive past that billboard every day and it’s been bothering me for the same reason. It makes me feel a little queasy about all the times I had chicken at Chipotle before now. The “in KC” part is even ickier because it makes you wonder whether you’d be getting antibiotic-laced chicken if you traveled to another market.
By Jane on Mar 2, 2007
Alright, I’m going to have to disagree with you on this one. I think that if they have decided to improve their product by using chicken that is healthier for their customers and that was more humanely raised then they need to shout it from the rooftops (or billboards at rooftop level).
This billboard is not an admission that their product was substandard because serving antibiotic and growth hormone laden meat is the standard for the food industry in this country. This billboard is a proud proclamation that they are leaving their fast food competition in the chem-meat peddling past and blazing a new trail in the fast food industry.
I just can’t see the person who is heath conscious and concerned about the effects of meat that is infused with antibiotics and hormones holding this against Chipotle, the ignorant people (who can’t pronounce antibiotic) won’t understand the billboard anyway and the unconcerned are going to eat it if it tastes good (ref the last line of your post).
Bottom line… this is a no lose move for Chipotle because the ignorant and unconcerned are going to go right on eating their tasty burritos and those who are concerned about such things are informed enough to know what all the other places that are staying hush hush on the subject are still serving. At least now we all know that Chipotle is an excellent option for those of us who would like to eat some tasty chicken but would rather not in the process of enjoying that chicken get cancer, cause our children to be born with pubic hair and overly developed genitalia, etc…!
By Chris kammerer on Mar 2, 2007
A few links to some information on the increasing phenomenon of premature puberty.
http://envirocancer.cornell.edu/Factsheet/Diet/fs37.hormones.cfm
http://www.alternativemedicine.com/common/news/store_news.asp?task=store_news&SID_store_news=1091&storeID=02AD61F001A74B5887D3BD11F6C28169
http://www.benfrank.net/nuke/modules.php?name=News&file=article&sid=110
By Chris kammerer on Mar 2, 2007
Don’t get me started on ATT. EVERY time I switch from them they buy whomever I switched to. I keep leaving them and they keep following me. I don’t switch back. They buy me back. That must be good news for Sprint…my current carrier for mobile devices!
By Chris Lengquist on Mar 4, 2007
I’m glad to see those first two links provided by Chris. If you take time to read them, you’ll find that there is no evidence beyond individual, untested opinions to show that hormones or antibiotics are making it through our food supply. The final link is useless unscientific drivel - the opinion of one person trying to sell a book isn’t very believable.
As Chris said, this is a move for the ignorant, although overly-concerned. I would suggest a little bit of research (from reputable sources) about what happens to chickens that don’t get antibiotics. While you’re at it, look into what it actually means to be ‘free range’ or ‘cage free.’
By Joe on Apr 29, 2007
I am a PR student at Kansas State University and WAS Chipotle’s biggest fan. Their food is great. I also agree that their ads are catchy; however they are also inaccurate portray conventional agriculture as inferior to their natural meats. Antibiotics are used responsibly in conventional agriculture to help keep costs low for consumers. In the US we’re privileged to spend a low percentage of our disposable income for food compared to most countries. If consumers want to spend more for specialty meats, such as meat raised without antibiotic use, that’s fine. The only thing they need to remember that conventionally raised protein is just as safe and healthy.
By Chelsea on Oct 10, 2007