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Farmed and Dangerous

Chipotle Satirizes Industrial Agriculture in ‘Farmed and Dangerous’

Farmed and DangerousChipotle Mexican Grill’s latest green marketing effort is “Farmed and Dangerous,” a comedy series that the fast food chain says “satirically explores the world of industrial agriculture in America.”

The show aims to showcase the company’s sustainable agriculture cred — without explicit Chipotle branding, according to the company — by telling the story of PetroPellet, a 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 into damage-control mode.

The four-episode season will air weekly on Hulu and Hulu Plus, beginning Feb. 17.

“Farmed and Dangerous” comes on the heels Chipotle’s 2013 short film “Scarecrow,” depicting a dystopia, factory-farm-focused future also intended to bring attention to the company’s sustainable food sourcing policies. It has since been viewed almost 12 million times on YouTube.

Despite Chipotle’s green marketing success, many marketeers routinely ignore sustainability as an advertising angle, according to Rainforest Alliance president Tensie Whelan.

Whelan says marketers ignore sustainability at their own peril. A typical argument made by marketing professionals is that surveys show that only around 10 percent to 15 percent of consumers actively seek out sustainable products. Instead, Whelan writes that marketers’ job is to make consumers want a product they think they don’t — and sustainability should not be any different.

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2 thoughts on “Chipotle Satirizes Industrial Agriculture in ‘Farmed and Dangerous’

  1. The last statement is sooooo dumb. The whole point of sustainability is getting away from the traditional advertising/consumerism paradigm and steering people away from lusting after the next, new, latest and greatest product. Marketing has a lot to answer for regarding this paradigm.
    Marketing as a word is made to seem so innocuous, when in reality, instead of money, it is marketing that is the root of all evil. A true conspiracy, using subtle but very intended subliminal psychological techniques, studied exhaustively, to make us buy things we don’t actually want or need.
    Chipotles campaign is more of the same. Dominate the market, sell more.
    overpopulation+ marketing+ consumerism = overuse of finite resources.

  2. In the ideal world, the above comment makes sense, but until we get there, lets leverage every technique possible for helping the clueless . . . get a clue. Our transition is so urgent we cannot really hold anyone accountable for the past, only for the future. Great article EL!

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