Chipotle recently released a 22-minute program exclusively on Hulu. The latest videowork from the bad to the bone burrito maker called “Farmed & Dangerous” is a clever marketing ploy to drive awareness of Chipotle’s ‘better for you’ fast food. However, the program has not been absent in controversy on the part of cattle ranchers who believe they are being misrepresented by a company with a huge marketing budget. Do short films have anything to do with the chain’s big-time financial success? Brian Sozzi investigates.
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