The current environment for Branded Entertainment in the US allows brands to pursue inventive creative and business models. There are some industry restrictions imposed by governing and business parties, but the industry is largely self-regulated and distribution of content is available through nearly all means if a brand pays for it. So, while it is possible for a brand to create a show that will generate free/earned distribution, there are few instances of brands being PAID for their content, especially scripted, long-form content.

"Farmed and Dangerous" is the exception - it will have multiple distribution windows and, pending US and international sales (handled by Tricon), is shaping up to return significant revenues to Chipotle. (This means that in countries like UK, Germany and Canada where Chipotle has stores but the content has not yet been distributed, Chipotle will be PAID for their marketing!)

The show airs alongside major US network television shows which helped F&D become the most successful brand-authrored show in Hulu history. Chipotle is already seeing a return through a revenue share deal which has other brands (including like-minded Unilever brand Ben and Jerry's) paying to advertise in the show.

The writers room included an Oscar-nominated screenwriter, major TV writer, and agency/client creatives working collaboratively to create entertainment that serves as advertising.

Instead of a commercial with one central message, we created characters and story that incorporated various strategic messaging and values into the entertainment itself.

We distributed through traditional entertainment (as opposed to paid media), ensuring audiences viewed the show as entertainment/storytelling as opposed to advertising.

The results? Chipotle's values seamlessly integrated into a TV show that even included an exploding cow - and resulted in endorsements from mainstream media that "Chipotle made a smart comedy show." (NBC News)

Farmed and Dangerous vastly exceeded Chipotle's KPIs. The show earned over 200 news stories and 679,064,384 impressions with Chipotle's "Food with Integrity" mission at the center of the communications.

Hulu's viewership estimates for the entire series were met within the first two day and it was the most successful premiere and brand-authored show in Hulu history.

The show was highly rated (4.5/5 stars on Hulu) and reviewed.

Quarterly sales increased 13% (other factors contributed beyond F&D).

Chipotle's message reached millions beyond Hulu viewership (contractually cannot be disclosed), thanks to earned stories on Good Morning America, Entertainment Tonight and more.