Chipotle's scarecrow: content strategy or content marketing?

I was floored by the fantastic state-of-the-art CGI and I love Chipotle.

I would argue that the issue here is simply whether the content was more self-serving or more for public benefit. There’s no doubt Chipotle has jumped on the sustainable bandwagon at an opportune time and knows its target audience is passionate enough to drive virality of the content.
I suggest that respondents here fall into two camps: (i) those who think this is brilliant content marketing because they lean more to the “self-serving” end of the scale and (ii) those who thought this was an innovative way of building awareness and speaking out about industrial food processing, therefore qualifying as content strategy of educational benefit.