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Chipotle Mexican Grill
Pulling on the emotive heartstrings, The Scarecrow by Chipotle Mexican Grill accompanies the company’s app-based game. This video content paints the picture for viewers of a sad scarecrow trapped in an unhappy world where unnatural and excessive food production is the norm. The scarecrow shows there is hope for all as he breaks away from traditional conventions and opens his own food stall using the all-important chilli ingredient that is the base of Chipotle’s own products.
The brand draws on comparisons with the real world to demonstrate the great qualities of Chipotle: all natural, fresh ingredients that make nutritious food with integrity.