Hinted at for months, we finally have our first look at Chipotle’s next anti-factory farming media event – a four-part satirical series called “Farmed and Dangerous“.
“Much of our marketing is aimed at making consumers more curious about where their food comes from and how it is prepared,” Mark Crumpacker, chief marketing and development officer at Chipotle, said 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.”
From the official synopsis:
“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.
Check out the trailer below. “Farmed and Dangerous” premieres on HULU on February 17th.