Chipotle’s ‘Scarecrow’ Campaign: Leveraging ICT for Communicating Sustainability

Case Details Case Introduction 1 Case Introduction 2 Case Excerpts


This case is about the ‘Scarecrow’ advertising campaign launched by Chipotle Mexican Grill in September 2013. The Mexican fast-food chain was credited with effectively leveraging Information and Communications Technology to communicate its brand ethos as well as its sustainable practices.

The social media marketing campaign consisted of a short animated film released online (only on YouTube) and an advergame for smartphones featuring an anthropomorphized Scarecrow working for an industrial food producer.

Marketing Case Studies | Case Study in Management, Operations, Strategies, Marketing, Case Studies
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The case is structured to achieve the following teaching objectives:

  • Understand how Information and Communication Technology can be leveraged for communicating sustainability.
  • Understand the importance of social media in the advertising strategy of firms.
  • Analyze the reasons for the success of the ‘Scarecrow’ campaign.
  • Understand the pros and cons of using social media channels vis-à-vis the traditional communication channels.
  • Discuss the issues and challenges in communicating sustainability.
  • Discuss and debate the criticism that was leveled against the Scarecrow campaign.
  • Suggest the future strategies that need to be followed by Chipotle to leverage on the success of the Scarecrow campaign.

Background Note
Past Advertising Campaigns Of Chipotle
The 'Scarecrow' Campaign
In Support Of Sustainable Farming?
Campaign's Performance
Looking Forward


Information and Communication Technology; Social media marketing; Viral Marketing; Marketing Communications; Digital marketing strategies; Promotional campaign; Brand messaging; Communicating sustainability; Advertising campaign; Social media channels; Facebook, Twitter, YouTube; Analysis of Twitter Conversations; Webisodes; Advergame; Value proposition; Sustainable farming; Ethics;

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