Chipotle has just introduced a new marketing campaign (“The Scarecrow from Chipotle”), complete with the video below and a related game (available here): “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.”

Consider these observations about the campaign from Hallie Steiner, writing for the JWT Anxiety Index: “While many are praising the film’s message, others have called it fear marketing that takes advantage of urban consumers’ ideological anxieties. While the film does stoke anxieties, it’s likely targeted at consumers already harboring concerns about their food and looking for alternatives.”

Watch the video and tell us what YOU think.