Chipotle Jumps Back Into Branded Content, Releases ‘The Scarecrow’
The Chipotle animated short and mobile app crossover we’ve all been waiting for is finally here. In an effort to take larger steps in the digital realm, the popular gigantic burrito establishment has launched “The Scarecrow,” an animated digital short that promotes healthy, sustainable eating.
“The Scarecrow” is the second offering from Chipotle who released an animated short in 2012, which went on to win the Cannes Grand Prix in 2012.
The eatery, in tandem, has also released a mobile game, which one can only assume is to help ward of insanity whilst waiting in lines at Chipotle. While “The Scarecrow” could easily have been an eye-rolling attempt to shlock branded content to millennials in the guise of hip YouTube content, Chipotle and Oscar-winning production studio Moonbot are taking the high road. Both the mobile game and short are clearly lacking any overt branding from Chipotle.
This isn’t the last of Chipotle’s additions to the digital space as Variety reports, in conjunction with CAA Marketing, the chain has plans to release four dark digital comedies which will attack “Big Food.”
Chipotle says they are committed to showing millennials the crooked world of manufactured and processed food with a unique voice that is relatively free of saturated branding. Take note big corporations, this is how it’s done.