People love Chipotle’s “The Scarecrow” — a touching animated short film that’s basically a polemic on industrial food.
The agriculture industry hates it.
The video, which has climbed to nearly 7 million combined views, is part of the 20-year-old, 15,000-plus location company’s Food With Integrity advertising campaign, which advocates sustainable, locally sourced and hormone-, antibiotic- and genetically modified organism-free products. [But it's] ruffled the feathers of the National Chicken Council, because it shows chickens being injected with what seem to be hormones even though those are not allowed in poultry production.
“In general, this romanticized view of agriculture is not going to be able to feed the world,” said Tom Super, spokesman for the N.C.C., of what the industry sees as Chipotle pushing its ideals on consumers. ...
I talked to a staffer from Moonbot Studios who tells me that Chipotle is pleased that the Scarecrow short went viral, and happier still that the media is talking about it.
"They wanted to get buzz and dialogue going, and are excited that it was as widely seen as it was. The short did everything Chipotle hoped it would."