Chipotle Mexican Grill is back with another innovative and entertaining format for changing how people think about fast food – the Chipotle original comedy series "Farmed and Dangerous," launched on Hulu February 17, 2014. This four-part, satirical series aims to bring attention to the complex and important issues behind industrial agriculture and also to where our food comes from, in an entertaining, easy-to-understand way.
The pilot episode aired for free at Hulu.com and on Hulu Plus on February 17, 2014. Each additional episode will be available for the following three Mondays (February 24, March 3, and March 10).
"Farmed and Dangerous" stars well-known actor Ray Wise ("Twin Peaks," "Mad Men," and "24") as Buck Marshall, and Eric Pierpoint ("Parks and Recreation," "Big Love") and several other famous faces, following them through humor-filled adventures and missteps in the world of industrial agriculture, represented by fictional corporation Animoil and the Industrial Food Image Bureau (IFIB).
Intended to support and raise awareness for Chipotle's commitment to sustainable ingredients, Responsibly Raised meats, and local and organically grown produce, "Farmed and Dangerous" allows Chipotle to engage viewers and communicate its values in a new and different format, as opposed to traditional advertising. The first season of "Farmed and Dangerous" was produced in partnership with Piro, a New York-based studio with a unique take on advertising and television. The series follows the successful model of Chipotle's two award-winning short films, "Scarecrow," and "Back to the Start."
As a part of the launch, Chipotle will also be offering an ongoing Trivia Contest, allowing viewers to enter to win weekly BOGO prizes and a final Grand Prize of free Chipotle catering for 20. After each episode airs, viewers can text their answers to three questions; if all three questions are answered correctly, they are entered to win one of 5,000 BOGO offers given away each week for the duration of the contest. Regardless of how many correct answers are given, each person who plays the game will be entered to win the Grand Prize of free Chipotle Catering for 20, to be given away May 5th, 2014.