Chipotle’s new film: wellness, clean/organic and conscious consumerism

Screen Shot 2016-07-18 at 9.36.33 PM

Chipotle’s new animated film “A Love Story” seeks to win over (win back) audiences with a food-based love story. But it’s also a film that touches on the themes of wellness, clean/organic and conscious consumerism.

Launched last week, it follows a couple of kids who operate rival fresh, hand squeezed drink-stands before their rivalry sees them create massive fast-food empires reliant on processed and unnatural products.

The film’s health message is consistent with all Chipotle advertising and supports its positioning of ‘food with integrity’. But the film is also designed (we suspect) to re-engage with customers following its major health scares last year after dozens of customers feel ill from eating at its US restaurants.

The film also touches upon three relevant cultural trends that we see in our everyday Trajectory work across healthcare and consumer health and wellness:

Wellness. With consumers becoming more active in pursuit of physical, mental and emotional wellbeing, and choosing products with embedded health benefits. We’re seeing wellness being integrated seamlessly into our lives, e.g. moving away from illness to vitality; treatment to preventative, reactive to proactive.

Clean, Organic. Natural trends emerging first in food and drink have inspired a shift to the external. The closer a product comes to the body, it seems, the more consumers now want it to be “natural.” In the US, 57% of consumers purchase skin care products because they don’t contain unnecessary ingredients or chemicals (Mintel, B&PC).

Conscious Consumerism.  Mainstream products once taken for granted now provoke skepticism. Brands need to be prepared to defend ingredients and processes throughout their lifecycle, as consumers ask tough questions, to draw out the truth.

By the way, if you haven’t watched the film, you should. Good heartfelt story and great sound track.