Chipotle Blurs Line Between Advertising and Content

Jan 27, 2014

Chipotle Mexican Grill is pulling out all the stops, blurring the lines between entertinament content and advertising in new ways with a show on Hulu called Farmed and Dangerous. It's a satirical show that takes a look at agri-business and factory farming, which brings attention to Chipotle's commitment to sustainable, humane farming practices while--hopefully--entertaining you.

The show doesn't feature or mention Chipotle, but is billed as a "Chipotle Original Series." Interestingly, Chipotle is saying this effort is about "values integration" rather than the "product integration" consumers are so used to. Of course, this is getting the chain plenty of media attention that virtually ensures the success of the four episodes.