“Farmed and Dangerous” comes on the heels of two award-winning animated short films from Chipotle — 2013’s “Scarecrow” and 2011’s “Back to the Start” — both of which helped spark conversations about agriculture and industrial food production in entertaining ways. The initial season consists of four half-hour episodes, but the storyline is designed to be extended to additional seasons. The show stars Wise and Eric Pierpoint (“Parks and Recreation,” “Big Love”).
“Chipotle’s genuine mission to change the world of fast food is a great foundation for storytelling,” said Tim Piper, a partner at Piro and director of “Farmed and Dangerous.” “The characters and plot reflect Chipotle's position on sustainable agriculture and enables Chipotle to communicate with more engagement than traditional advertising.”
Chipotle has a long-standing commitment to finding better, more sustainable sources for all of the ingredients it uses, including Responsibly Raised ® meats (from animals that are raised in a humane way and without the use of antibiotics or added hormones), local and organically grown produce, and dairy products from pasture-raised dairy cattle. The company has also taken on the issue of genetically modified organisms (GMOs) in food, becoming the first national restaurant company to voluntarily disclose the use of GMOs in its food, and the first to announce plans to eliminate GMOs from the ingredients it uses.
“We think of ‘Farmed and Dangerous’ as a values-integration rather than typical product-integration,” said Crumpacker. “The show addresses issues that we think are important — albeit in a satirical way — without being explicitly about Chipotle. This approach allows us to produce content that communicates our values and entertains people at the same time.“Piro partner, executive producer and co-creator of the show, Daniel Rosenberg added, “We hope the show inspires other brands to communicate through more strategic and entertaining creative that is really representative of who they are, and what they are doing to make a better world.”