Oh Bright Green Marketer, what’s your take on this?
If you go to the website of fast food restaurant, Chiptole, you’ll see chop, chop, chopping of freshly-picked veggies readying themselves for inclusion on a luscious Chiptole burrito with messaging that goes like this:
WHOLE OR NOTHING. REAL INGREDIENTS JUST TASTE BETTER.
We’re all about simple, fresh food without artificial flavors or fillers. Just genuine raw ingredients and their individual, delectable flavors. We source from farms rather than factories, and spend a lot more on our ingredients than many other restaurants. We wouldn’t have it any other way….
But a group called Chubby Chipotle was mad as hell, couldn’t take it anymore, and ran this “Chipotle Healthy” ad claiming that their messaging is “deceptive”. They attacked them on their use of language around GMOs, meats that contain no antibiotics and the high calories meals they serve up as “sustainable” and “healthy.” Not true, they say.
In response to this ad, one marketing writer said, “Does Chubby Chipotle really think that many people see Chipotle as a ‘healthy’ alternative? Sure, McDonald’s it ain’t, but ‘sustainability’ aside anyone who thinks that a burrito the size of a premature infant is ‘healthy’ by any stretch needs their head examined.”
To add spice to the spew, it was revealed that that The Chubby Chipotle campaign is funded by the Center for Consumer Freedom, a group in Washington that lobbies on behalf of the restaurant business. Hmmm…not good.
To me, this is what gives green marketing a bad wrap…er…rap. According to Ad Age, 22% of Americans don’t believe green or sustainability claims anyway. And apparently that number is increasing.
So here is my question to business owners and execs in the sutainability space: If you had a heart problem, would you see an orthodontist? Munch on that…and call MOM if you need some help.