Chipotle is a fast food restaurant chain committed to serving only responsibly raised beef, pork and chicken free of antibiotics and fed an additive-free, vegetarian diet.
“At Chipotle, our mission is to change the way people think about and eat fast food. We do that by serving as much Responsibly Raised® meat as possible and more local produce than any other restaurant company in the world.”
The chain is capitalizing on its alignment with the farm to table movement, and has created a brilliant marketing campaign that uses a new short film, “The Scarecrow,” and game of the same name, to chide factory farms and Big Food.
Chipotle admonishes the public to join them and the Scarecrow on a journey to bring real food back to the people. “Play the game, watch the animated short film, and find out how to take action.”
Set to Fiona Apple’s “Pure Imagination” from the classic film “Willy Wonka and the Chocolate Factory,” the film explores a world where scarecrows witness how deplorable food has become, with chickens pumped full of antibiotics and steroids and cows forced into crates.
In the game, the scarecrow works to take down the evil Crowbots (factory farms).
Chipotle cliams “The Scarecrow” is another chapter in their commitment to Food With Integrity, and represents what the company aspires to accomplish through this mission. “Our goal for ‘The Scarecrow’ is to bring awareness of important issues to a broader audience, and we hope it entertains you as much as it makes you think.”
The film, created in partnership with Academy Award-winning Moonbot Studios, is meant “to help people better understand the difference between processed food and the real thing,” says Mark Crumpacker, chief marketing officer at Chipotle.
From the Scarecrow website:
(Free on iPhone and iPad)
The Scarecrow needs your help to foil the evil plans of Crow Foods and break the crows‘ monopoly on food production and supply in the city of Plenty. Tilt your device to navigate through each level, outsmart the Crowbots, unlock extras, and restore hope for animals, farms, and the environment, while providing the citizens of Plenty a healthy and delicious alternative.
In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.
“The Scarecrow” is at once an addicting game, a poignant short film, and a project that reflects what we believe in. The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply. Educating people about alternatives is a journey for the Scarecrow, and it continues to be a journey for us.