Chipotle Launches Mobile Game to Change the Way We Think About Food

Chipotle Launches Mobile Game to Change the Way We Think About Food

This week, Chipotle Mexican Grill launched a free arcade-style mobile game, called "The Scarecrow," and an animated short film to teach the public about wholesome food alternatives. If you're looking for a mid-day break, you might find yourself addicted to the surprisingly entertaining app.

Chipotle partnered with Academy Award-winning Moonbot Studios and CAA Marketing to produce the adventure game and its companion film. Both the game and film are set in a dystopian fantasy world and follow the story of a scarecrow's journey to bring quality food to the citizens of Plenty, a city where where industrial food giant Crow Foods has been supplying processed foods to the masses.

The project features gorgeous animation replete with whimsy and imagination, and the film is set to a heartfelt rendition of the song "Pure Imagination", from the 1971 childhood favorite "Willy Wonka and the Chocolate Factory," performed by award-winning artist Fiona Apple.

In addition, players can earn electronic food rewards that are redeemable at any Chipotle location by earning three out of five stars at each level in the game.

You can download the mobile game for free at the Apple App Store, which can be played on the iPhone, iPad and iPod touch, and the short film can be viewed at