Chipotle Takes a Different Marketing Approach

Chipotle Mexican Grill is implementing a very unique marketing strategy that is surprisingly not aimed at selling their food...

• What is Chipotle's plan?

Chipotle has created a four episode comedy series titled"Farmed and Dangerous" that will premier on Hulu to market their slogan "Food With Integrity".

• What is "Farmed and Dangerous" about?

This short comedy series will be about the company's concerns about sustainable agriculture and how the way animals are treated when being raised for their meat.

• Has Chipotle attempted this kind of stealthy marketing before?

Very recently the food chain created two animated films on YouTube, which together have reached 20 million views, about the horrible practice of factory farming






         Chipotle's marketing strategy of using a form of entertainment to market their company values is going to be wildly successful in my opinion. They have reached such success so far, arguably, due to word-of-mouth. A series on Hulu will reach people in a similar way with the TV-streaming site's wide reach and particular filtering system which recommends shows to a certain audience based on age, and past viewing history. Given Chipotle's success with their previous YouTube videos, "Farmed and Dangerous" should meet or even exceed Chipotle's expectations.