Chipotle chooses TV production over commercials to build brand

A new comedy series developed by Chipotle (CMG +0.7%) is airing on Hulu and Hulu Plus this week.

Farmed and Dangerous doesn't pull any punches in depicting some aspects of the U.S. agriculture industry as harmful to consumers. Reviews from critics and consumers on the 4-show series have been favorable.

The company's foray into TV development is motivated by brand-building and raising food awareness as it forsakes the typical fast-food chain marketing track of relentless TV commercials, promotions, and discounts.

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