In Chipotle’s latest bid to bring attention to the issues with factory farming and processed foods, the tasty-burrito chain moves from Willie Nelson to Willy Wonka.

Back in 2011, Willie Nelson covered Coldplay’s “The Scientist” for a stop-motion video that made the case for sustainable farming. Two years later, Chipotle’s equally affecting follow-up is soundtracked by Fiona Apple singing “Pure Imagination” from 1971’s Willy Wonka and The Chocolate Factory.

Here’s how Chipotle describes The Scarecrow, a project comprised of a short film and a game app created in collaboration with Moonbot Studios:

In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.

Well done, everyone.

Purchase Fiona Apple – “Pure Imagination” (from Willy Wonka and the Chocolate Factory) via iTunes.