Fast-casual operator Chipotle is known for its sustainable practices and non-traditional advertising, but the chain is headed into new territory by launching an online TV show called “Farmed and Dangerous” premiering on Hulu.com. The show is a satirical look at the industrial farming industry in a similar vein to the company’s recent animated videos. With this show, Chipotle wants to connect to its core audience through shared values, symbolically uniting with its customers for a cause. The company is also taking a risk – Chipotle needs to strike the right balance between value sharing and transparency about its goals and advertising angle. It’s clear, however, that traditional advertising is becoming less effective and more brands will attempt to connect with consumers on a deeper level through ‘lifestyle advertising’.
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