Chipotle Scarecrow challenges Mass Production

Chipotle Mexican Grill, the American restaurant chain, has launched “The Scarecrow“, a mobile game designed to differentiate the American restaurant chain from other fast foods chains that use mass production techniques. “The Scarecrow” is an arcade-style adventure game for iPhone, iPad and iPod touch and a companion animated short film. Both pieces 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 film’s soundtrack is a re-interpretation of “Pure Imagination,” performed by Fiona Apple.

Chipotle and Moonbot present The Scarecrow

The Scarecrow film is set in a dystopian fantasy world where all food production is controlled by a fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.

The Scarecrow game, online at and, 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.

Chipotle The Scarecrow

Chipotle The Scarecrow Protect Fresh Veggies

Chipotle The Scarecrow Plant Diverse Crops

Chipotle The Scarecrow Fly Confined Animals

Chipotle The Scarecrow Serve Wholesome Food

Chipotle The Scarecrow All Natural


The Scarecrow campaign was developed at CAA Marketing, a division of Creative Artists Agency, New York, working with Chipotle chief marketing officer Mark Crumpacker, brand voice lead William Espey.

The game was produced at Moonbot Studios by founder Bill Joyce, directors Brandon Oldenburg and Limbert Fabian, art director Joe Bluhm, game director Bohden Sayre, creative director/game developer Adam Volker, technical director Kate McFadden, artists Kenny Callicutt, Christina Ellis, Christina Faulkner, Kim Kuchenbecker, animators Jason Behr, Beavan Blocker, Kevin Bradley, John Durbin, Nick Maw-Naing, Scott McWhinnie and Lucas Ridley, animation supervisor Kevin Koch, interactive developers Nolan Baker, Jackson Blankstein, John Cannon, Kathryn Hardey, Heather Shrewsbury.

The song “Pure Imagination”, from the 1971 film classic “Willy Wonka and the Chocolate Factory, was performed by Fiona Apple. Music was supervised by Duotone Audio Group.

Pure Imagination – Single – Fiona Apple