Fast-food chain Chipotle has made a few missteps this year, from faking a Twitter hack in July , to facing criticism over reports that it might be changing its standards on the beef it uses.
But if its most recent marketing efforts are any indication, Chipotle is holding firm with its commitment to serving only responsibly raised food.
The company released a short film this week featuring a Tim Burtonesque scarecrow who has a moral crisis about his part in factory farming.
The video includes a cover of "Pure Imagination" from Willy Wonka & The Chocolate Factory sung by animal rights activist and musician Fiona Apple.
The video promotes a mobile app game which rewards players with a free burrito.
This is not the first time Chipotle has produced this type of video.