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Fast Company has a nice story about how Chipotle has created “an informative and somewhat irreverent campaign for its website and product packaging” that management hopes will “alter the way Americans think about fast food and fast food advertising.”

On its website, users can see the entire Chipotle supply chain - the “naturally raised animals, locally grown food and other sustainable ingredients” that distinguish the company from other fast feeders.

“While we have never sourced these ingredients to be a marketing platform, it is what makes Chipotle so different from other restaurant companies” says Chipotle chief marketing officer Mark Crumpacker in a prepared statement.
KC's View:
Transparency can have a positive marketing impact...in addition to be the right thing to do. Nice synergy.