3. Target the crowdculture.
Challengers to the industrial food ideology had lurked at the margins for more than 40 years but had been easily pushed aside as crazy Luddites. Small subcultures had evolved around organic farming and pastured livestock, eking out a living at the fringes of the market in community-supported agriculture and farmers’ markets. But as social media took off, an influential and diverse cluster of overlapping subcultures pushed hard for food innovations. They included advocates of evolutionary nutrition and paleo diets, sustainable ranchers, a new generation of environmental activists, urban gardeners, and farm-to-table restaurants. In short order, a massive cultural movement had organized around the revival of preindustrial foods. Chipotle succeeded because it jumped into this crowdculture and took on its cause.
4. Diffuse the new ideology.
Chipotle promoted preindustrial food ideology with two films. In 2011 the company launched Back to the Start, an animated film with simple wooden figures. In it, an old-fashioned farm is transformed into a parody of a hyper-rationalized industrial farm: The pigs are stuffed together inside a concrete barn, then enter an assembly line where they are injected with chemicals that fatten them into blimps, and then are pressed into cubes and deposited in a fleet of semis. The farmer is haunted by this transformation and decides to convert his farm back to its original pastoral version.
Crowdculture converted an elite concern into a national social trauma.
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