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Denver-based Chipotle Mexican Grill is getting into gaming in an effort to promote its Food With Integrity campaign.
Earlier today, the restaurant chain, which has more than 1,500 locations in the U.S., U.K., Canada, and France, released The Scarecrow for iOS. The Scarecrow is an arcade-style mobile game from Moonbot Studios that puts players in control of a scarecrow that is fighting to bring wholesome food to the city of Plenty. The scarecrow must work to overcome the Crow Foods company, which specializes in processed food-like products.
In addition to the game, Chipotle also released a film called The Scarecrow, which explores the same subject.
Both the game and the film are free, as they are a part of Chipotle’s marketing efforts.
“The more people learn about where their food comes from and how it is prepared, the more likely the are to seek out high-quality, classically prepared food like we serve in our restaurants,” Chipotle chief marketing officer Mark Crumpacker said in a statement. “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.”
Chipotle is incentivizing players to finish the game by offering food rewards to players that finish it with at least three-out-of-five stars on every world. Players can redeem those rewards at any Chipotle around the world.
“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.”
Food With Integrity is Chipotle’s mission statement that directs it to use organically grown ingredients where possible. For example, the restaurant uses sour cream and cheese that are free of bovine-growth hormone.
Here is The Scarecrow short film, which includes an original cover of “Pure Imagination” by Fiona Apple: