You Want to Watch Chipotle’s Amazing “Scarecrow” Video

Chefs Nate Appleman and Joel Holland demo their dish at Chipotle’’s Cultivate Denver at City Park on Aug. 17, 2013.

Photo by Jason Bahr/Getty Images for Chipotle

I’ve been known to laud Chipotle for its innovations in the realm of food prep, but this new video featuring Fiona Apple covering “Pure Imagination” is a reminder that they’re also innovators in marketing.

But first watch it. It’s just great, both on a musical and an animation level. At around 1:37 you’ll see what’s certainly the most poignant moment you’ve ever witnessed in fast food marketing:

The video itself is a promotion not for Chipotle per se but for an iOS game that’s available for free on the app store. This is all part of a larger marketing strategy that depends in part on the idea of essentially never doing television ads. Both the theme of this video—Chipotle’s message that it represents a superior alternative to conventional factory farming—and the lack of television advertising are designed to position the chain as a highbrow and upscale alternative to other quick service restaurants.

Then when a video does come out, it’s high-quality high-impact stuff that really gets attention and is designed to be memorable. And if you ask me, it’s working.