Chipotle’s food may contain some GMOs (score one for transparency), but that obviously won’t stop the brand from gunning for “Big Food”. This high-budget movie makes that point clear with a tune swiped from Wille Wonka and the Chocolate Factory, and while we do prefer the Gene Wilder version to this Fiona Apple cover, the clip looks great:
The campaign also includes a mobile game in which players attempt to guide livestock toward the kind of free-range living that Chipotle claims to promote, and it won’t stop there: a series of four half-hour online episodes will expand on this “David and Goliath” story throughout the year.
The idea that Chipotle is a scrappy, organic upstart fighting “The Man” via the big, bad world of industrialized food production is more than a bit of a stretch—at the end of the day, it’s still a fast food chain once owned by McDonald’s. But as long as the brand’s writers and marketers don’t make any dubious, Naked Juice-style “100% all natural” claims, they’ll be just fine.