Chipotle has long considered traditional television marketing irrelevant to it's business model. The company was doing just fine without it. By the time Chipotle Mexican Grill and it's founder, Steve Ells, went public in 2008 they had over 830 stores nationwide. At that point the burrito mavin had never run a national television campaign. Four years and 500 store openings later they created 'Back to the Start'.
The story is a simple one. It's a pig farmer's struggle with his own factory farming practices and realizing that he needs to start using more humane practices and begin a path to sustainability. The message hit home and Chipotle had a hit.
Critics agreed and in 2012, when the campaign launched, it won the 2012 Grand Prix for Film and Grand Prix for Branded Content and Entertainment at the Cannes International Festival of Creativity.
View the full-length video below, as well as a behind-the-scenes look into the development and creation.