Gathered for a free music festival, a crowd waits to see one of the headline attractions — an exhibit about fast-food ingredients.
On display: Beakers of powders and liquids that purportedly go into what is clearly meant to look like a McDonald’s burger. Just below are leaves and spices that Chipotle says make up its burrito. As pop bands perform nearby, other festivalgoers play an online game fighting a “galactic battle against artificial ingredients.”
Chipotle’s “Cultivate” festivals encapsulate the food industry’s hottest marketing trend: crusading against Big Food.
While the burrito maker still struggles to recover from an E. coli outbreak last year, its previous success in presenting itself as a reformer has led companies big and small to follow suit… But some are positioning themselves as advocates for change before accomplishing some health goals, and skeptics say even well-intentioned marketing can be a disingenuous way to help people rationalize overeating.
Chipotle’s Cultivate festivals encapsulate the food industry’s hottest marketing trend: crusading against Big Food.
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Jon Gilmor, in a “Monsanto Together” T-shirt, … wanted to proclaim his belief that GMOs are safe and that Chipotle plays on unfounded concerns.
The GLP aggregated and excerpted this blog/article to reflect the diversity of news, opinion and analysis. Read full, original post: Big Food’s biggest trend? Crusading against Big Food
