Seeking Alpha

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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