Chipotle Mexican Grill may be known for its giant foil-wrapped burritos, but the fast casual chain is venturing into the game app world. The company launched a new game app called “The Scarecrow” and an accompanying film Thursday.
The game follows a scarecrow on his quest to save the world he lives in with better food. He works in a factory that makes processed food for the masses. Players can guide the scarecrow as he attempts to bring fresh food to the people.
“We created ‘The Scarecrow’ game and film as an entertaining and engaging way to help people better understand the difference between processed food and the real thing,” Mark Crumpacker, chief marketing officer at Chipotle, said in a news release. "In many ways, ‘The Scarecrow’ represents what we aspire to accomplish through our vision of Food With Integrity.”
The animated film, seen above, takes place in the scarecrow’s world, where food production is controlled by a company called Crow Foods. Hundreds of scarecrows have been taken from their regular farm jobs to work in the Crow Foods processed food factory. One scarecrow can’t take the way things work in this world. He starts to bring fresh food into the city from his farm home and make burritos for people at a small stand next to the factory. The film score is a Fiona Apple cover of “Pure Imagination.”
Chipotle is offering players an incentive to play with food rewards. If you earn at least three stars out of five in each game world, you receive a reward electronically, to be redeemed at your local Chipotle.
The game and film were both made by Moonbot Studios and CAA Marketing. “The Scarecrow” is available to download free for the iPhone, iPad and iPod Touch at www.appstore.com/scarecrow. The Fiona Apple cover is available for download (60 cents) at the iTunes Store. All proceeds will go to benefit the Chipotle Cultivate Foundation.