It’s War! These days, corporations will take up any controversial marketing tactics that will have the people talking. Chipotle has decided to launch a war against it’s competitors and their “false” statements regarding the nature of their “natural” food. The Colorado based company, who was once bought and owned by McDonald’s, has a released a phone application titled “The Scarecrow”, which targets companies claiming that their food is 100% natural. In aid of the release of the new app, Chipotle has released a powerful cartooned short film that highlights it’s competition’s false statements. The film features Fiona Apple’s rendition of ‘Pure Imagination”, which was featured in the classic film Willy Wonka and The Chocolate Factory. The free app can be downloaded on your phone or via it’s website . Watch the powerful companion film below:

Will you join the movement?