Chipotle's "The Scarecrow" App

Chipotle has a clever new ad in the form of a game. With "The Scarecrow" app, users help the Scarecrow win against Crow Foods, an invented food monopoly that produces factory food. On the website, users are invited to "Join Chipotle and the Scarecrow on a journey to bring real food back to thepeople. Play the game, watch the animated short film, and find out how to take action."

A companion video features Fiona Apple singing a cover of "Pure Imagination" from "Willy Wonka and the Chocolate Factory." 


Chipotle Marketing Manager Mark Crumpacker told The Village Voice that the company wants to educate people about processed foods and how antibiotics are used in meat production:

"That's the most pressing issue to us right now. There are multiple consequences. There are obvious public-health issues, because you risk creating new antibiotic-resistant diseases. There are environmental issues that come with animals living in confinement. And there are issues with eating the food."

This isn't Chipotle's first time mixing music and advertising. The video Back to the Start featured Willie Nelson singing a cover of Coldplay's "The Scientist. With that animated short, Chiptole targeted pork production.

Discussion Starters:

  • Who is Chipotle's target audience for the app? Is the app effective for the audience?
  • Read the recent story about Panera apologizing to farmers. What, if any, implications do you see for Chipotle?