Chipotle doesn’t do much in the realm of conventional TV advertising, but it has made some great videos making the case that its ingredient sourcing is morally and ecologically superior to what the competition does. Now it’s taking things up a notch by creating a four-part original series for Hulu called Farmed and Dangerous that’s intended to be not an advertisement but a broad satire of industrial agriculture.
Here’s a trailer (you Twin Peaks fans may recognize Ray Wise, aka Leland Palmer):
It’s a sort of fascinating business proposition. Rather than directly marketing Chipotle, the idea is to stigmatize conventional farming, which, if it happens, will benefit Chipotle through the back door. A clever idea for an extremely innovative company.