“The Scarecrow,” is entertainment (animated short, mobile game, and song) depicting a scarecrow’s journey to bring wholesome food back to the people.

The short, distributed on YouTube and in-game, is set to Grammy Award-winning artist Fiona Apple's remake of “Pure Imagination.”

The mobile game continues the film’s story as players help The Scarecrow correct the wrongs committed by Crow Foods. 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 citizens at Plentyfull Plaza, all while avoiding menacing Crowbots.

The Scarecrow franchise created a conversation about food in popular culture generating over 614,000,000 PR impressions.

In its first month, The Scarecrow sparked 18.4 million conversations across 17 social platforms with a 92.7 social sentiment score. For the first time, Chipotle unseated Taco Bell as top social brand on the Restaurant Social Media Index Top 250 list.

Since launching, the film has reached over 12,500,000 YouTube views. Over 650,000 people have downloaded the game, playing for an average of 5 minutes.

The song debuted #32 on Billboard's Streaming Songs chart and reached over 13,000 purchases on iTunes.

Chipotle is known for its great food, but few know that Chipotle has radically changed the fast food industry. Believing that the more people know about Chipotle, the more they will become passionate and loyal customers, Chipotle wanted to tell this story.

The result was a content-driven marketing platform, “Cultivate a Better World," designed to emotionally engage customers in Chipotle's journey to create a sustainable future. As a continuation of the Cultivate platform, “The Scarecrow” was created to create a conversation about the state of processed food and its effect on our world.