“The Scarecrow” Mirrors Chipotle’s Own Journey to Cultivate a Better
DENVER--(BUSINESS WIRE)--Sep. 12, 2013--
Chipotle Mexican Grill (NYSE: CMG) today launched “The Scarecrow,” an
arcade-style adventure game for iPhone, iPad and iPod touch, along with
a companion animated short film of the 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.
Chipotle Mexican Grill launched "The Scarecrow," an arcade-style adventure game for iPhone, iPad and iPod touch, along with a companion animated short film of the same name. (Photo: Business Wire)
“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.
“The more people learn about where their food comes from and how it is
prepared, the more likely they are to seek out high-quality, classically
prepared food like we serve in our restaurants,” said Mark Crumpacker,
chief marketing officer at Chipotle. “We created 'The Scarecrow' game
and film as an entertaining and engaging way to help people better
understand the difference between processed food and the real thing.”
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.
“Our companies are a great fit because we both care deeply about what we
do and doing it right,” said Brandon Oldenburg, creative partner at
Moonbot Studios. “At Moonbot, we must have meaning in what we create.
‘The Scarecrow’ story has it: imagination, heart and a sense of play.”
“In many ways, ‘The Scarecrow,’ represents what we aspire to accomplish
through our vision of Food With Integrity,” said Crumpacker. “In a
system that is so heavily dominated by industrial agriculture and
factory farms, we are committed to finding better, more sustainable
sources for all of the ingredients we use and to helping build a better
food system, much the same as the character in ‘The Scarecrow’ is taking
important steps to fix what he perceives as being broken in his world.”
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.
The Scarecrow App is available for free from the App Store on iPhone,
iPad and iPod touch or at www.appstore.com/scarecrow.
To learn more about The Scarecrow visit: scarecrowgame.com.
Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls (a burrito without the tortilla) and salads made from
fresh, high-quality raw ingredients, prepared using classic cooking
methods and served in a distinctive atmosphere. Through our vision of
Food With Integrity, Chipotle is seeking better food from using
ingredients that are not only fresh, but that—where possible—are
sustainably grown and responsibly raised with respect for the animals,
the land, and the farmers who produce the food. A similarly focused
people culture, with an emphasis on identifying and empowering top
performing employees, enables us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and currently operates
more than 1,500 restaurants. For more information, visit Chipotle.com.
ABOUT MOONBOT STUDIOS
Moonbot Studios is a secret, zero-gravity colony inhabited by
interstellar beings in Shreveport, La. Their mission is to create the
best books, films, apps, games, and entertainment in the galaxy.
Award-winning artists and filmmakers William Joyce, Brandon Oldenburg,
and Lampton Enochs cofounded Moonbot Studios in 2009. Since then,
Moonbot has produced an Academy Award®-winning short film and two
bestselling iPad apps, The Numberlys and The Fantastic Flying
Books of Mr. Morris Lessmore. For more information, visit
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130912005514/en/
Source: Chipotle Mexican Grill
Chipotle Mexican Grill
Chris Arnold, 303-222-5912