Chipotle Launches Game App and Animated Short to Engage Guests

| September 17, 2013

Chipotle Mexican Grill has launched "The Scarecrow," an arcade-style adventure game for iPhone, iPad and iPod touch, along with a companion animated short film ofthe same name. Both the game and the film depict a scarecrow's journey to bring wholesome food back to the people by providing an alternative to the processed food that dominates his world. The game and the film were created in partnership with Academy Award® winning Moonbot Studios, and CAA Marketing, a division of Creative Artists Agency. The game is available for free download in the Apple App Store and the short film can be viewed at scarecrowgame.com.

"The Scarecrow" film and game are designed to help educate people about the world of industrial food production that supplies much of what they eat. The film is set in a dystopian fantasy world where all food production is controlled by fictional industrial giant Crow Foods. The Crow Foods factory is staffed by scarecrows who have been displaced from their traditional jobs on the farm and are now relegated to working for the crows by helping them maintain their unsustainable processed food system. The short film is set to a remake of the song "Pure Imagination" from the 1971 film classic "Willy Wonka and the Chocolate Factory," performed by Grammy Award winning artist, Fiona Apple.

The game allows users to visit the animated world and correct the wrongs committed by Crow Foods. Designed for iPhone, iPad and iPod touch, the game allows players to fly through the city of Plenty to transport confined animals to open pastures, fill fields with diverse crops at Scarecrow Farms, and serve wholesome food to the citizens at PlentyFull Plaza, all while avoiding menacing Crowbots. With each level, the city of Plenty becomes more and more beautiful, just how the scarecrow remembers it to be.

As an incentive for players to complete the game, Chipotle is providing food rewards redeemable at any of its 1,500-plus U.S., Canada and UK locations. The rewards are distributed electronically to players who earn at least three stars out of five in each world and are available on a first-come, first-served basis.

Fiona Apple's cover of "Pure Imagination" will be available for download at the iTunes Store with proceeds ($.60 per download) benefiting the Chipotle Cultivate Foundation, which provides funding to support sustainable agriculture, family farming, and culinary education.

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