To start a conversation and raise awareness of how food is grown and prepared in America, we combined entertainment with editorial.

The entertainment was comprised of four half-hour TV episodes that satirically explored the world of industrial agriculture in America. 'Farmed and Dangerous' used humor to engage audiences on the subject of agriculture. The editorial piece ('Food for Thought' on Huffington Post) would become a platform for discussion on issues raised in 'Farmed and Dangerous' and related topics.

'Farmed and Dangerous' airs on Hulu (a service that streams major US network shows) and focuses on the 'Industrial Food Image Bureau' (that's I-fib to you), headed up by Buck Marshall (Ray Wise). The plot and characters were designed to deliver multiple messages that were important to Chipotle.

Likewise, 'Food for Thought' would create discussion over issues important to Chipotle, while promoting 'Farmed and Dangerous' and Chipotle's 'Food with Integrity' marketing.

The show Farmed and Dangerous earned massive news coverage (over 200 stories resulting in 679,064,384 impressions) and blew through Hulu's viewership estimates for the entire series after only two days airing of episode one... breaking all records for a weekly premier. The vast majority of viewers watched 75-100% of the 30 minute episodes (with ad breaks). Rated 4.5/5 stars on hulu. Reviewed as "Smart and wickedly funny" - Fortune. "A smart comedy show" NBC News. "An 'Udder' Blast" Entertainment tonight.

'Food For Thought' became home to some of Huffington Post’s most viral content. 1 million monthly unique visitors. Over 200,000,000 twitter mentions. 13,000,000 page views. Over 4,000,000 social actions.

The most successful social impact section on Huffington Post ever. The most successful brand-authored show and premiere in the history of Hulu.

The show exceeded all Chipotle KPIs after the trailer release - before airing episode one. It's currently 2 months old.

'Farmed and Dangerous' was announced in a half-page article in the NY Times, followed by the YouTube release of the trailer and a campaign introducing the lead character, Buck Marshall, in satirical PSAs about how industrial agriculture 'feeds the world'. The following day, Buck Marshall placed a comedic full-page advertisement in the NY Times: an open letter to 'Everyone with Mouths'. The ad pushed consumers to Hulu and farmedanddangerous.com

On huffingtonpost.com we launched a native advertising section, 'Food for Thought', showcasing the trailer and the Buck Marshall campaign.

The series launched on Hulu alongside major US TV shows. Each episode included a Buck pre-roll and trivia campaign, offering consumers the opportunity to win free Chipotle food.

Other campaign elements included a Larry King interview of Buck (TV), a billboard in Hollywood (OOH) a Buck Twitter campaign (Social), branded cups and bag-stuffers (in-store) and a soundtrack on iTunes.