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Never Forget "The Scarecrow"— Brand Storytelling is Aiming for the Heart, Not the Eyes.

chipotles scrarecrow brand film

This post was inspired by another blog post I found on LinkedIn by the great content marketer, Ann Handley, from back in 2013. She offered several key insights into Chipotle’s marketing success with “The Scarecrow,” which I bookmarked a long time ago. It's about storytelling in marketing, specifically “Telling Your Bigger Story.” 

 


This is Why Storytelling Matters

 

If you're a marketer, you wield serious power with storytelling. I remember back in 2013 when Chipotle’s The Scarecrow was a majestic standout example of how brands can transcend traditional advertising to create emotional connections with an audience. I was floored when I first watched it. And immediately after I watched it, I became an absolute lunatic fanboy of everything Chipotle. I mean, I would tell everyone to find this film and watch it and then tell me if Chipotle was "fast food." So many lessons to learn from this film, but most importantly, storytelling is not about having a big budget—it’s about having a big story.

 

 

1. Define Your Bigger Story

Every brand has a “bigger story” to tell—one that goes beyond selling products and instead connects with the values, aspirations, or emotions of their audience.

  • Chipotle’s Example: Chipotle’s bigger story is not about quick meals but about cultivating a better world through sustainable food practices. The Scarecrow weaves this narrative, making the audience care about food sourcing and sustainability. BTW—the team at CAA Marketing who created the film is batshit talented.
  • Actionable Tip: You need to ask yourself, “What does my brand stand for? How does my product help others or make the world better?” And while you're asking yourself those questions, jot down how your product does this differently from everyone elses.

 

2. Cast Your Customer as the Hero

I like to tell every client I work with that it's your customer—not your brand—that is the hero of your story.

  • Chipotle’s Approach: The audience relates to the scarecrow’s journey, fighting against a dystopian food system. The video resonates because it makes viewers feel empowered to choose better food options.
  • Actionable Tip: There are some really clever ways businesses can position their customers as heroes, whether by celebrating their stories, showing their successes, or involving them in meaningful campaigns. Remember, your solution or product is merely "the magic weapon" your customer uses to overcome their obstacles.

 

scarecrow3. Reimagine Content Across Channels

Talk about the importance of creating a multi-platform narrative to reach diverse audiences.

  • Chipotle’s Strategy: The Scarecrow wasn’t just a standalone video. It extended into a mobile game, linking entertainment to real-world rewards (a free burrito) while reinforcing their message.
  • Actionable Tip: As a brand owner, consider how your brand can adapt its stories for different platforms, such as videos, blogs, social media, or interactive content like games... or even VR.

 

4. Prioritize Emotional Resonance

The great stories evoke emotions. It could be a TV commercial shot for $3k or $3m; the budget simply doesn't matter. A good story is yours that's free to tell. But you need to make a visceral connection with your audience, and no amount of money is going to buy this for you. The goal is to connect with audiences on a human level—aim for the heart, not the eyes.

  • Chipotle’s Emotional Hook: The haunting music by Fiona Apple, combined with the poignant imagery, tugs at viewers’ hearts. It’s more than marketing; it’s a call to action. 
  • Actionable Tip: Using visuals, music, or language to evoke the right emotions in content is super important. Remember you want your audience to FEEL you, not just SEE you.

 

5. Make Your Marketing Feel Important

Encourage readers to create content that feels bigger than advertising—content that inspires, educates, or advocates for a cause.

  • Chipotle’s Impact: The Scarecrow wasn’t just about Chipotle—it was a statement on food production, aligning the brand with a meaningful mission.
  • Actionable Tip: Help brands identify causes or issues that align with their values and connect with their audience.

 

6. Storytelling for Small Businesses

Again, just because you're a wee-little tech startup doesn't mean you need a Chipotle-sized budget to tell a great story. Smaller businesses can tell authentic, impactful stories if you understand your audience and what will push their buttons (in a good way).

 

Chipotle’s Lessons for All Brands

Summarizing the key takeaways from The Scarecrow:

  • Find and tell your bigger story.
  • Make the customer the hero.
  • Reimagine your content across platforms.
  • Evoke emotion and connect with your audience.
  • Treat marketing as an opportunity to inspire.

Reflect on your own brand’s story and how you can bring it to life through authentic, customer-focused content.

I hope you see how focusing on storytelling and emotional resonance will inspire you to elevate your marketing from transactional to transformational.

Want to discuss and maybe get some help?  Please reach out.
- Paul
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