Which Fast-Food Chain Made this Viral Video? And Why?

Published Sept. 23, 5:14 p.m.; updated Sept. 24, 1:34 p.m.

By Autumn Johnson

Albany doesn't have its own, but if you go two blocks north or two blocks south from the city border on San Pablo Avenue, you can find a Chipotle Mexican Grill, the popular chain striving to set itself apart from other fast food chains with not only the kind of food it serves but also with the way it advertises.


A provocative new advertisement created by Chipotle, called "The Scarecrow," combines animation and Fiona Apple's version of “Pure Imagination” from Willy Wonka & the Chocolate Factory released in 1971. 

The ad has gone viral with more than six million views since it was posted on YouTube on Sept. 11. The word "Chipotle" appears only briefly – at the end. The ad is being run in tandem with the phone app released by the company.

The purpose behind the innovative approach to advertising is to rally customers to take action and demand that food comes from sustainable sources while also eating meat from animals raised in humane conditions. The company's mission statement says it wants "to change the way people think about and eat fast food" and in an effort to do so, serves menu items made from locally grown produce and meats that come from sources that "raise meat responsibly."

The Scarecrow Game website invites viewers to "Join Chipotle and the Scarecrow on a journey to bring real food back to the people.  Play the game, watch the animated short film, and find out how to take action."  
Patch wants to know what you think about the video and whether or not it impacts your decisions about where to eat. You can tell us what you think in the comments section below.