Burrito chain Chipotle has returned with a beautifully crafted, integrated campaign.
Their latest promo is an animated short film called “The Scarecrow”. Described as haunting and poignant, it features the song “Pure Imagination” from Willy Wonka & the Chocolate Factory, covered by Fiona Apple.
The film is part of a larger campaign that includes a free iOS game. Download the app for iPhone and tablet, and if you earn at least 3 stars on every level you can redeem free Chipotle products. You can also purchase the song.
All for a worthy cause – changing the way people think about, and eat, fast food.