Chipotle to Launch “Farmed and Dangerous”

  Chipotle to Launch “Farmed and Dangerous”

New Chipotle Original Comedy Series Featuring Ray Wise to Debut Feb. 17 on
Hulu and Hulu Plus

Business Wire

DENVER -- January 27, 2014

Chipotle Mexican Grill (NYSE: CMG) today announced plans to launch “Farmed and
Dangerous,” a Chipotle original comedy series that satirically explores the
world of industrial agriculture in America. Produced by Chipotle and Piro, a
New York-based studio known for its unique work in film and television, the
initial four-episode season will be presented weekly on Hulu and Hulu Plus
beginning Monday, Feb. 17, 2014. The show integrates Chipotle’s values and
commitment to serving food made with the highest quality ingredients through
the content and themes of the show itself, without any explicit Chipotle
branding.

"Farmed and Dangerous," a new original comedy series by Chipotle. (Photo:
Business Wire)

"Farmed and Dangerous," a new original comedy series by Chipotle. (Photo:
Business Wire)

“Farmed and Dangerous” satirizes the lengths to which corporate agribusiness
and its image-makers go to create a positive image of industrial agriculture.
The first season focuses on the introduction of PetroPellet^®, a new
petroleum-based animal feed created by fictional industrial giant Animoil^®.
PetroPellet promises to reduce industrial agriculture’s dependence on oil by
eliminating the need to grow, irrigate, fertilize and transport the vast
amount of feed needed to raise livestock on factory farms. Before its new feed
formula can forever reshape industrial agriculture, Animoil’s plans go awry
when a revealing security video goes viral sending Animoil and their spin
master, Buck Marshall (Ray Wise – “Twin Peaks,” “Mad Men,” “24”) of the
Industrial Food Image Bureau (IFIB), into damage control mode.

“Much of our marketing is aimed at making consumers more curious about where
their food comes from and how it is prepared,” said Mark Crumpacker, chief
marketing and development officer at Chipotle. “By making complex issues about
food production more understandable — evenentertaining — we are reaching
people who have not typically been tuned into these types of issues.”

“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.”

The pilot episode of “Farmed and Dangerous” will be available for free on
Hulu.com and via the Hulu Plus subscription service starting Feb. 17, 2014.
Each additional episode will become available on the consecutive Mondays.

“Farmed and Dangerous” stars Ray Wise (“Twin Peaks,” “Mad Men,” “24”), Eric
Pierpoint (“Parks and Recreation,” “Big Love”), John Sloan (“The Glades,”
“Grey’s Anatomy,” “How I Met Your Mother”), and Karynn Moore (“Jane by
Design,” “Water for Elephants”). Executive producers are Mark Crumpacker
(chief marketing and development officer at Chipotle), William Espey (brand
voice lead at Chipotle), Daniel Rosenberg (Piro partner, “Inside Man,”
“Righteous Kill”), and Timothy Piper (“Dove Evolution,” “The Palace of
Light”); the show was written by Rosenberg, Piper, Mike Dieffenbach (“Less
Than Perfect,” “Retired at 35”), and Jeremy Pisker (Academy Award^® nominee
for “Bullworth”); director is Timothy Piper.

Additional information about “Farmed and Dangerous,” including full cast
listing, is available at FarmedAndDangerous.com.

ABOUT CHIPOTLE

Steve Ells, founder, chairman and co-CEO, started Chipotle with the idea that
food served fast did not have to be a typical fast food experience. Today,
Chipotle continues to offer a focused menu of burritos, tacos, burrito bowls
(a burrito without the tortilla) and salads made from fresh, high-quality raw
ingredients, prepared using classic cooking methods and served in a
distinctive atmosphere. Through our vision of Food With Integrity, Chipotle is
seeking better food from using ingredients that are not only fresh, but
that—where possible—are sustainably grown and Responsibly Raised^® with
respect for the animals, the land, and the farmers who produce the food. In
order to achieve this vision, we focus on building a special people culture
that is centered on creating teams of top performers empowered to achieve high
standards. This people culture not only leads to a better dining experience
for our customers, it also allows us to develop future leaders from within.
Chipotle opened with a single restaurant in 1993 and currently operates more
than 1,550 restaurants. For more information, visit Chipotle.com.

ABOUT PIRO

Piro creates, develops and produces original and branded entertainment across
all media platforms. For brands, we develop and produce strategic creative for
television, film, web series, digital, commercials, music and events
in-houseand produce original entertainment for major film studios and
television networks. The principals behind Piro are Tim Piper and Daniel
Rosenberg whose major award-winning work in advertising, film and television
makethem uniquely qualified to help brands communicate their messaging
through story and to unite advertising creatives and storytellers under one
roof.

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Contact:

Chipotle Mexican Grill
Chris Arnold, 303-222-5912
carnold@chipotle.com
 
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