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.

The Objectives:

Raise awareness and start a conversation around how food is grown and produced in America. We created a two-pronged approach:

1. Editorial - Huffington Post's "Food for Thought" Section,

2. Entertainment: "Farmed and Dangerous" - a 4-part half-hour scripted series that satirized the lengths industrial agriculture goes to in order to put a positive spin on how they "Feed the world...at any cost."

The Target/Insight/Relevance:

Consumers of entertainment and fast food. Chipotle wanted to avoid depressing messaging (such as the documentary "Food Inc."), so we created a story that used humor to convey important messaging. The show focuses on the "Industrial Food Image Bureau" (that's I-Fib to you), headed up by Buck Marshall (Ray Wise). The plot and characters delivered multiple messages that were important to Chipotle, while entertaining audiences.

Distributed on Hulu amongst top TV network shows, the show managed to simultaneously entertain and educate consumers.