The Scarecrow
Open the game- Brand
- Chipotle Mexican Grill
- Year
- 2014
- Objective
- Brand image
- Industry
- Food & drink
- Mechanic
- Simulation
- Agency
- Creative Artists Agency
Objective
Chipotle Mexican Grill sought to reinforce its brand positioning as an opponent of Big Agriculture and GMO foods, targeting millennial consumers. The campaign aimed to communicate the brand's commitment to ethical, sustainable food sourcing and differentiate Chipotle in a market dominated by large-scale food producers.
Solution
A cross-media entertainment campaign featuring an animated short film and a branded iOS mobile game. The free Scarecrow game, developed by Moonbot Studios, placed players in control of a dejected scarecrow in the dystopian city of Plenty, working against the villainous Crow Foods corporation. Gameplay involved transporting confined animals to open pastures, planting diverse crops, and serving minimally processed food to customers while evading Crowbots. Players who engaged with the game were eligible to win up to 1 million BOGO (buy-one-get-one free) discount offers redeemable at Chipotle restaurants.
Results
The campaign won a Gold Award at the 2014 Clio Awards in the Branded Entertainment & Content category for games.
