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.

Challenge: Change the way people think about and eat fast food in America.

Objectives: Create and own the conversation around healthy, sustainable and humane fast food.

Strategy: Using editorial on Huffington Post and a scripted series on Hulu (America's premiere network TV streaming service), Chipotle would create and host an important conversation about food in America.

Execution: Create mainstream entertainment about serious subject matter by using comedy, while simultaneously creating a Chipotle-branded section on Huffington Post ("the world's most powerful blog" ~ The Observer) to keep the conversation going.

Execution: "Farmed and Dangerous" follows a PR firm, the Industrial Food Image Bureau (I-Fib), as they hilariously try to handle PR for the flawed industrial agriculture industry. "Farmed and Dangerous" satirizes Industrial Farming's PR claim to "feed the world" by pointing out the unsustainable, unhealthy and inhumane ways it gets the job done. Their nemesis is a sustainable and ethical farmer who represents Chipotle's values. Cows explode, chickens are mutated and laughs abound in this "Smart and wickedly funny" show (NBC News).

Celebrities tweeted the trailer (earned/unpaid) and news channels around the country reported stories of the show on extremely favorable terms: "It's an Udder blast" (ET), "The latest and greatest milestone in the fusion of advertising, entertainment and advocacy" (Fast Company). In two days, the show eclipsed Hulu's viewing estimates. Scoring 4.5/5 stars and accumulating thousands more "likes" than America's most popular shows on Hulu.

Meanwhile, Chipolte's editorial page "Food for Thought" became home to Huffington Post's most viral content. Over 4 million shared articles on relevant subject matter. Over 220,000,000 twitter mentions. 1Million new users per-month. Videos from the PR company were scattered throughout the section and linked to the show. In-store Chipotle signage, bag-stuffers and cups also pushed customers to the show.

A NY-Times article announced "Farmed and Dangerous", followed by the trailer release and campaign introducing the lead character, in satirical PSAs explaining how industrial agriculture "feeds the world...at any cost." They placed a comedic full-page "Open Letter" in the NY-Times, which pushed consumers to farmedanddangerous.com. On huffingtonpost.com, the Chipotle-sponsored "Food for Thought" section (1mm uniques-per-month) showcased the trailer, announced episodes, and embedded the campaign.

200+ earned stories, 600,000,000+ impressions.

- The soundtrack was available on iTunes, promoted through Hulu, farmedanddangerous.com and Chipotle earned media.

-Hulu masthead

-Larry King scripted interview

-Hollywood billboard

-Buck Twitter-campaign

-In-store promotions

Farmed and Dangerous exceeded Chipotle's Key Performance Indicators before a single episode aired. The trailer garnered massive news coverage across America (238 Stories, 679,064,384 Impressions) with Chipotle's "Food with Integrity" mantra front and center.

Hulu's viewership estimates for the entire series were met within the first two day and it was the most successful premiere in Hulu history. (Contractually we cannot disclose Hulu's viewership numbers, but we can point out that on the Hulu show page, "F&D" has 25K Facebook "likes" versus 4.7K for "Modern Family.")

Mid wave results show:

86% of viewers watched through to the end. A staggering 62% of those shared the content.

89% of viewers said they have a more favorable POV of Chipotle, 54% "much more" favorable.

The show was highly rated (4.5/5 stars) and positively reviewed despite smear campaigns from industrial farming.

The editorial component: "Food for Thought" averaged 1mm new visits per month on Huffington Post - their most successful social impact section ever.

The show trivia game had 84% conversion from consumers texting and completing trivia questions.

Brand loyalty increased greatly in those who watched compared to those who didn't.

Chipotle is recouping significant ad revenue against the show.

(*mid-wave results)