Chipotle Mexican Grill has created an original comedy series that is a satire of the agriculture industry in America.
The series, titled Farmed And Dangerous, will be broadcast on Hulu and Hulu Plus. The initial season consists of four episodes that will be shown weekly every Monday starting February 17th.
The series is produced by Chipotle and New York-based studio Piro, and pokes fun at the ways in which food corporations try to create a positive image of their business and the industry.
According to a press release by the restaurant chain, the show integrates the company’s values and commitment to serving food made with the highest quality ingredients through the content and the themes tackled in the show, but the series doesn’t really present explicit Chipotle branding.
Chipotle Chief Marketing and Development Officer Mark Crumpacker said,
Much of our marketing is aimed at making consumers more curious about where their food comes from and how it is prepared. By making complex issues about food production more understandable — even entertaining — we are reaching people who have not typically been tuned into these types of issues.
Chipotle has created award-winning short films before — “Scarecrow” in 2013 and “Back To The Start” in 2011. The two short films helped create discussions about agriculture and industrial food production.
Directed by Timothy Piper, the series stars stars actors Ray Wise (Twin Peaks, Mad Men, 24), Eric Pierpoint (Parks and Recreation, Big Love), John Sloan (Grey’s Anatomy, How I Met Your Mother), and Karynn Moore (Jane by Design, Water for Elephants). The executive producers include Crumpacker, Chipotle brand voice lead William Espey, Piro partner Daniel Rosenberg (Inside Man, Righteous Kill), and Timothy Piper (Dove Evolution, The Palace of Light). The series was written by Rosenberg, Piper, Mike Dieffenbach (Less Than Perfect, Retired at 35), and Jeremy Pisker (Academy Award® nominee for Bullworth).
Check out the trailer below for a sneak peek: