By Sahil Patel
Chipotle is launching an original comedy series on Hulu that satirizes the world of industrial agriculture in America.
The series, “Farmed and Dangerous,” will premiere on February 17. Spanning four half-hour episodes, the first season will be distributed on a weekly basis on Hulu and Hulu Plus.
The scripted narrative will satirize “the lengths to which corporate agribusiness and its image-makers go to create a positive image of industrial agriculture.” In the first season, the story will revolve around the introduction of a product called PetroPellet, a new petroleum-based animal feed, by a fictional industrial agriculture giant called Animoil. When a revealing video puts the company in turmoil, Animoil’s spin master (played by Ray Wise of “Twin Peaks” and “Mad Men”) has to douse the flames.
Produced by Chipotle and Piro, a New York-based multi-platform content studio, the show will also not contain any explicit Chipotle branding.
“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, in a statement. “By making complex issues about food production more understandable — even entertaining — we are reaching people who have not typically been tuned into these types of issues.”
Chipotle has been active in distributing original content on the web. The company famously released its short film “Scarecrow” last year, which also focused on the dark side of the industrial agricultural industry.
In addition to Wise, the “Farmed and Dangerous” cast includes Eric Pierpoint (“Parks and Recreation”), John Sloan (“How I Met Your Mother”), and Karynn Moore (“Water for Elephants”). The series is executive produced by Crumpacker, William Espey (brand voice lead at Chipotle), Daniel Rosenberg of Piro, and Timothy Piper; written by Rosenberg, Piper, Mike Dieffenbach, and Jeremy Pisker; and directed by Piper.