Pure Imagination From Fiona Apple

Chipotle Mexican Grill prides itself on the fact that it serves only "responsibly raised beef, pork and chicken." That means the meat it buys comes from animals raised outside or in comfy pens, who are never given antibiotics and are fed an additive-free, vegetarian diet.

Sourcing that meat as the chain has expanded to more than 1,500 stores. But the strategy of marketing itself as a fast food alternative to Big Food has clearly worked well for Chipotle.

Now Chipotle is betting that it can sell even more burritos by lambasting the Big Food companies that drug animals in the name of profit. That's the message of a new short film (above) and game the company launched Thursday September 12, 2013.

The soundtrack for this dystopian scene is Fiona Apple crooning the song "Pure Imagination" from the 1971 film classic Willy Wonka & the Chocolate Factory. source