Crafty Cooking

I've been hearing a lot about this video for the last few days.  Apparently it's causing a bit of stir in the food industry.  Now I must admit I have never liked Chipotle.  It's not my favorite quicky Mexican (that would be Qdoba in case you were wondering).  But I kind of admire what they are trying to do.  I don't really get it but I like it.  They have a great deal of stock wrapped up in the whole fresh food, never processed concept.  So it only makes sense to make a small short celebrating that, I suppose.  

Apparently, it's the kick-off to a HUGE campaign in which the centerpiece is an app. What now?  What exactly does a  game have to do with fresh fast food?  I'm all for creativity and anything to change up the endless procession of boring commercials, but I kinda think there has to be a bit of a thread to tie things together. 

Though, after seeing the video, which by the way, I learned today was created by a 26 year old that works for Chipotle's marketing firm, I'm willing to hold off judgement for just a bit longer.  I'm not sure how in 3 minutes, you can feel legitimately sad and happy for the little guy, but it's fairly impressive.