Chipotle Mexican Grill: Farmed and dangerous

This case study describes how the upmarket fast food chain Chipotle Mexican Grill in the US gained new customers and increased sales by satirising industrial agriculture in a series of very popular shows on Hulu, an on-demand platform.

Chipotle Mexican Grill: Farmed and dangerous

Piro New York

What were the objectives for the creative work?

Interim objectives

Farmed and Dangerous' (F&D) objectives were aligned with Chipotle's overall marketing objectives: to change the way people think about and eat fast food; to make them want to seek food made with higher quality, sustainably developed ingredients. Achieving this involves not only making consumers aware of the larger issues of industrial farming and food production, but also making them act accordingly.

In its restaurants, Chipotle serves food made from the very best ingredients, raised with respect for the...

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