Chipotle is at it again. “Farmed and Dangerous” is a new web series to be aired exclusively on Hulu. The premise is that a new animal feed is made directly from petroleum, a product used in much industrial farming. The new product cuts out all the growing steps by having animals eat feed made from petroleum. “Acceptable side effects” include spontaneous combustion of the animals that eat the new feed. Oops. Check out the trailer here.

This is brilliant. There have been many successful web based shows that parody what can be found through networks. If not familiar with Burning Love, a parody of The Bachelor, there are many funny moments.

But “Farmed and Dangerous” is more than just a parody. It has the lessons that Chipotle wants the audience to know. Lessons about how some food is made and the consequences of what they consider to be misdirected innovation. Chipotle wants the audience to be more mindful of their food choices and then choose Chipotle as a tasty alternative to other fast food chains that are not implementing the same sourcing channels.

The brilliant part, beyond the comedy potential, is the audience potential. Research has shown many times that younger people, Millennials in particular, are very comfortable watching videos and traditional television content online. They are more likely to be seeking new content online and then, if the content is smart, very likely to share what they enjoyed. There is high potential to connect with this younger audience through “Farmed and Dangerous.”

I highly recommend following all the links and watching the other pieces about the fictional company and product. Especially here. Funny stuff.