Chipotle Mexican Grill launches a branded entertainment miniseries on Hulu on February 17, satirizing modern industrial agricultural processing.
Chipotle Mexican Grill (CMG) has decided to take its organic agriculture advertising message to another level, launching a satirical miniseries on Hulu, the long-form digital video property.
As BusinessWeek reported, the branded entertainment series, Farmed and Dangerous, will launch in February and will feature four episodes.
The miniseries comes on the heels of two successful branded content executions from Chipotle, and it stars Ray Wise, (Twin Peaks and Mad Men), Eric Pierpoint (Parks and Recreation), John Sloan (Grey's Anatomy), and Karynn Moore (Water for Elephants), according to Ad Age.
“Farmed and Dangerous is satire,” Chipotle spokesman Chris Arnold told BusinessWeek. “It doesn’t represent any single issue or any entity. The idea is to take a legitimate issue in ag as a starting point, but satirizing it as a way to spark conversation about all of this. We find that bringing people into these discussions using entertainment is a very effective tool. In the end, it’s satire.”
Chipotle is estimated to have spent $250,000 per episode, The New York Times reported.