Chipotle released an animated short and an app for Apple devices on Thursday as part of its "Back to the Start" campaign.
The short and app are part of Chipotle's continued efforts to promote sustainably food sources, Variety reports.
The animated short is called The Scarecrow and is about a scarecrow looking for healthier food alternatives. Though the short and app were produced by Chipotle, its logo only briefly appears in both.
According to Mashable, the app has the user trying to "protect vulnerable veggies, rescue caged animals, and bring fresh food to the citizens of Plenty, all while dodging the menacing Crowbots."
The company released a TV commercial last year about a similar subject.
Variety notes that Chipotle and CAA Marketing have teamed up to produce four dark comedies for the Internet under the name "Farmed and Dangerous." The aim of the videos will look to appeal to Millenials and encourage healthy eating.
Chief Marketing Officer Mark Crumpacker said, "We're trying to educate people about where their food comes from."
The Scarecrow:
image: Youtube screenshot