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Chipotle's short film,"The Scarecrow," highlights its commitment to Food With Integrity

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Chipotle has long been a champion of ethical sourcing and sustainability, and reminds its customers of this regularly to avoid the negative perceptions of the impacts of the fast food industry. In fact, Chipotle's Communications Director, Chris Arnold, spoke at SB'12 about how the company is trying to solve a problem many don't know exists. The company hopes to increase awareness of its "Food With Integrity" commitment through its short film and mobile game, both titled "The Scarecrow."

The video, featuring music by Fiona Apple, aims to expose the disadvantages of conventional farming practices through the exploits of the eponymous protagonist, a scarecrow who is troubled by what he sees at his job in a dramatized food factory. However, Chipotle goes further than just a short film in its attempt to engage its audience. The film is actually a promotion for an iOS game of the same name in which the player helps guide the Scarecrow to "bring real food back."

Update: Chipotle and creative studio Moonbot Studios won an Annie Award for "The Scarecrow" for best animated special production at the 2014 Annie Awards.

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