Chipotle is back promoting their “Food with Integrity” message. Check out their new short film, called “The Scarecrow.” The video features Fiona Apple covering the song “Pure Imagination” from Willy Wonka and the Chocolate Factory while an animation with stunning production values wordlessly reminds viewers to demand food with integrity.
In addition, Chipotle is creating an integrated campaign across multiple platforms, as the video ends with an invitation to visit a custom site, www.scarecrowgame.com, where consumers can download a game app and learn more about the Chipotle Food with Integrity program and the Chipotle foundation. In addition, successfully completing four levels of the game will earn users a free burrito. What an inspiring look at an integrated campaign, cause marketing, digital marketing and promotional marketing, all at once. Between the music, animation, and app development, I can’t imagine what this campaign cost. But, this is storytelling at it’s finest.