Chipotle’s releases 4 episode Hulu series

Published March 4, 2014 at 6:47 am

Mexican “fast casual” chain Chipotle is looking to capitalize on the consumer hunger for two things: burritos and television.

That’s at least the impression one gets from the news of their most recent venture, a four episode Hulu series called “Farmed and Dangerous.” It’s a notable campaign because, according to the New Yorker, it’s both a story told in scripted interconnected episodes and a not-so-subtle ad for the brand.

As the source points out, we’ve had “sponsored” shows before, but it does raise questions about the overlap between marketing and entertainment. The story will center around a fictional corporation that’s begun giving dangerous feed to its cows.

It also features recognizable Hollywood talent in the form of Ray Wise, a character actor famed for roles in the cult 90’s thriller Twin Peaks and the short-lived comedy Reaper.

Wise gave an interview in the Denver Post recently where he expressed his support for Chipotle as a business as well as in the context of this particular show.

“I support them and organizations like them who are interested in trying to feed people healthy at a somewhat reasonable rate,” he said. “I think it’s a very big issue, and in some ways it’s an even more important issue than global warming and those other issues.”

Will this become the norm throughout the internet? Jerry Seinfeld’s Acura-sponsored “Comedians in Cars Getting Coffee” has also found similar success combining heavy advertising with entertainment offerings.

The challenge of combining these two aspects shouldn’t overshadow the rewards that one can potentially gain from doing so.