By some act of alchemy, Chipotle has done it again. In 2011, Back to the Start -- a short film about the immense error of factory farming and the necessity of a sustainable farming system -- established the homegrown Chipotle chain as a model of these beliefs. Last week, Chipotle issued another powerful message with The Scarecrow, a film that acts as a companion piece for Chipotle's new, app-based game of the same name, enabling users to bring real food back and take action -- virtually. "The app and the film have the same objective," explains Mark Crumpacker, Chipotle's chief marketing officer. "It should encourage people to think more about the origins of their food, and encourage curiosity towards this issue."
It might also inspire tears.
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