A leader in the fast-casual space, Chipotle Mexican Grill has stirred up attention in recent years with out-of-the-box marketing of its “better ingredients” philosophy. It began in 2011 with the short animated film “Back to the Start,” in which a farmer realizes the error of his ways as part of the Big Food industrial machine and returns to local farming. In 2013, another short, “Scarecrow,” depicted a scarecrow’s journey away from processed factory ...

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