Chipotle’s ‘Farmed And Dangerous’ Comedy Pushes The Boundaries of Content Marketing And Taste

Farmed And Dangerous ChipotleAlready a vocal critic of factory farming, Mexican restaurant chain Chipotle has just unleashed the unexpected with announcement of a new scripted comedy series, “Farmed And Dangerous,” premiering on Hulu. In Farmed And Dangerous, agribusiness giant Animoil encounters a public relations nightmare when their genetically-modified cows start exploding, and video footage goes viral. Animoil cows eat petroleum pellets for fast growth, and they have the potential to make their inventor a lot of money, except for the whole spontaneous combustion thing. Rather than stop feeding their cows petroleum, Animoil hires a public relations team to clean up their image. Watch the trailer below:   I’ve never encountered a scripted comedy that promoted an advertiser’s agenda the way Chipotle is marketing itself through Farmed And Dangerous. But Chipotle has shown that they are one of the most adept next-generation marketers in American business. Their hit viral video, and advergame “The Scarecrow,” has racked up more than 12 million views, and is a brand advertisement people want to share with their friends. Farmed And Dangerous breaks new ground on several fronts. While sponsored programs were the norm when my mom and her sisters were kids, such blatant underwriting fell out of favor long ago. Secondly, Farmed And Dangerous is an original series appearing online. This wouldn’t have been possible even a few years ago. Expect the pace of Hulu-only series to accelerate, bolstered by the success of shows like Netflix Original House of Cards. H/T Ayinde

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One Response to “Chipotle’s ‘Farmed And Dangerous’ Comedy Pushes The Boundaries of Content Marketing And Taste”

  1. Franchise PR Firm January 30, 2014 at 7:28 am #

    The farmed and dangerous ads are pretty clever. Unfortunately, there are examples of PR that are actually like that, they try to spin something bad into something good instead of just ‘fessing up.

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