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Ad Parody Criticizes Chipotle

On Chipotle’s website they attempt to navigate their promotion of animal consumption with a good amount of happy meat and dairy propaganda such as this:

“There are ranchers whose pigs are raised outside or in deeply bedded pens, are never given antibiotics and are fed a vegetarian diet. It’s the way animals were raised 50 years ago before huge factory farms changed the industry. We believe pigs that are cared for in this way enjoy happier, healthier lives and produce the best pork we’ve ever tasted.”

If they really believe what they are saying, that there is nothing wrong with “happy” pigs being slaughtered for their burritos as long as they lived outside for at least part of their short lives, why doesn’t the Scarecrow go to a nice little animal farm during the video? He could help slit a pig’s throat, hang him upside down to drain his blood, take him home to butcher him (including dealing with the internal organs and such), cook him up, and then serve that same pig’s body to the public at the end of the video.

Why doesn’t the video end like that? Because it is not a “happy” reality, and no kind hearted individual (who this ad is clearly targeting) wants to see that, even though somehow so many still allow themselves to be a part of creating a demand for it.

This is a description of the Scarecrow game that the ad was built around:

“Help the Scarecrow rescue the City of Plenty from Crow Foods, the powerful industrial food corporation that has taken over the city.

Tilt and tap your way through four unique worlds to protect vulnerable veggies, rescue caged animals, and bring fresh food to the citizens of Plenty, all while dodging the menacing Crowbots.”

We should rescue caged and enslaved animals, and bring fresh food (produce) to the citizens of the world… but turning our animal use, abuse and consumption into a happy game isn’t going to do that. It is only an attempt to gloss over how the factory farms were started in the first place – through our demand for animal products. And the only way they will end is when we stop creating a demand for animal products.

There is no happy meat, fish, eggs, dairy, wool, silk, honey, or leather. There are only the dead or enslaved animals which they came from, and a sad Scarecrow isn’t going to change that – you are.

To learn more:

Eco Friendly Animal Products

Bruno: a New Perspective on Happy Cows

What is Pain to a Fish?

What’s Wrong with Backyard Eggs?

Why Vegan’s Don’t Use Silk

What’s Wrong with Leather?

What’s Wrong with Wool

What is an Egg to a Chicken?

Flu Lagoon: A Disaster Waiting to Happen

A Call to Vegetarians

Mother’s Milk

Backyard Chicken Farming Fails







Read more: Animal Rights, Conscious Consumer, Diet & Nutrition, Do Good, Eating for Health, Eco-friendly tips, Environment, Food, Global Healing, Make a Difference, News & Issues, Peace, Raw, Smart Shopping, Vegan, Vegetarian, Videos, ,

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Alisa Rutherford-Fortunati

Gentle World is a vegan intentional community and non-profit organization, whose core purpose is to help build a more peaceful society, by educating the public about the reasons for being vegan, the benefits of vegan living, and how to go about making such a transition. For more information about vegan food and other aspects of a vegan lifestyle, visit the Gentle World website and subscribe to our monthly newsletter.


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8:04AM PDT on May 26, 2014

thanks for sharing :)

9:38PM PDT on Oct 9, 2013


8:56AM PDT on Oct 9, 2013

What is Chipotle?

1:54PM PDT on Oct 8, 2013


3:34PM PDT on Oct 6, 2013

Hmmm, I didn't see this as a "we're glossing over the fact we serve meat" video, more that the factory farm and chemical agriculture is polluting our bodies and our environment. I'm a very minimal meat eater and a fan of Chipotle because they do make a very conscious effort. There will always be meat eaters on this planet, go poop on Carl's Junior or Burger King if you're looking for an enemy.

9:32AM PDT on Oct 1, 2013


12:41AM PDT on Sep 30, 2013

Thanks for posting this.

1:38AM PDT on Sep 29, 2013

Perhaps you should at least research the farms they use a bit before stating that "must come from very large farms with thousands of animals."

11:49AM PDT on Sep 28, 2013


7:44AM PDT on Sep 28, 2013

Interesting... thanks!

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
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