From Linear to Multiple Chipotle

Chipotle’s multimedia ‘scarecrow’ campaign reinforces their commitment to ‘cultivating a better world’ by bringing people food with integrity

Chipotle sees its mission as changing the way people think about and eat fast food. One way they action this mission is to serve responsibly raised meat, and more local produce than any other restaurant company.

Taking action is also about using entertaining content to spread the word

After their first short film that began the conversation about where food comes from and how it’s produced, ‘Scarecrow’ will air the issue through multi-channel content. The campaign includes another short film, an online game and a song recorded by Fiona Apple. All link to additional content through the brand’s website.

The game is genuinely engaging, presenting the player with tasks that drive home the evils of processed food production, such as navigating a dangerous factory, and rescuing unhappy animals.

Players completing the game are awarded digital food rewards, redeemable in
Chipotle’s restaurants.


Profits from the downloads benefit the Chipotle Cultivate Foundation, supporting farmers, educators and programs dedicated to creating a sustainable food future. This multi-faceted campaign represents a highly effective way to engage consumers with Chipotle’s core message (and main source of differentiation) on various levels.

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