Chipotle’s animated video featuring a scarecrow who is working for a food conglomerate called Crow Foods. The company is run by crows, while the scarecrow exposes the hidden world of chickens injected with hormones and cows kept in pens in the dark. At the end of the video, which can be seen on YouTube, the scarecrow returns home where he picks fresh produce from his farm.

Chipotle hopes that its new, anti-Big-Food video and downloadable game go viral — even with little mention of the Chipotle brand name or logo.

Mark Crumpacker, chief marketing officer at Chipotle, told USA TODAY “We’re trying to educate people about where their food comes from.”