Skip to content
Subscriber Only

Chipotle Sells Itself With a Sad Cartoon About Agribusiness

Still from The Scarecrow, Chipotle’s new animated short film
Still from The Scarecrow, Chipotle’s new animated short filmPhotograph by Chipotle/Business Wire

Chipotle Mexican Grill wants sustainable food to be an approachable topic, perhaps even entertaining. So rather than filming an earnest message from its chief executive officer about agriculture, the fast-food company released its second animated music video, The Scarecrow, showing a depressing view of industrialized food. It features a version of Pure Imagination (that tune from Willy Wonka & the Chocolate Factory) sung by Fiona Apple.

By Friday afternoon, after a full day online, the video had been viewed more than 450,000 times. Chipotle also launched a Scarecrow game app for Apple devices that has already been downloaded 32,000 times.