Chipotle: Rad Lands

Credits & Description:

Title: Rad Lands
Agency: Creative Artists Agency, Chipotle
Brand: Chipotle Mexican Grill
Country: USA
Entrant Company: Creative Artists Agency, Los Angeles
Advertising Agency: Creative Artists Agency, Los Angeles / Chipotle, New York
Production Company: The Magic Store, Brea
Principal: Scott Schultz (The Magic Store)
Execution:
We partnered with the creator of the iconic kids property Yo Gabba Gabba! to develop the series. Because of RAD Lands’ unique offering for kids and families, iTunes released the series as an exclusive on the platform. For three weeks, iTunes promoted the series in both the main TV store as well as the kids and family section of the platform, a promotional position that cannot be paid for and is solely selected as editorial. Organic social posts from Duff Goldman, Neon Trees and Portugal. The Man helped raise awareness about the series on social. As an additional gesture of support aimed at enhancing food culture for kids and families, Chipotle donated $100,000 to the Chef Ann Foundation, a non-profit organization that works with schools nationwide to provide the tools and resources they need to serve healthy, nutritious, and delicious food to students.
Relevancy:
RAD Lands highlights our specialized approach to entertainment such that our clients should think like a marketer and act like a producer. Our powerful partner in entertainment that helped create the series, gave us a strong position when pitching it to the most respected platforms in entertainment. The ability to live on iTunes reaffirmed RAD Lands as a true entertainment property, not a branded content piece, because of the highly selective nature iTunes content has. Finally, our approach to an unbranded series reinforced the idea that conveying a core brand message through entertainment does not always require overt product placement.
Strategy:
Our target audience for RAD Lands is millennial parents. In an effort to reach this influential consumer group, we aimed to position RAD Lands as a true piece of entertainment that is engaging, culturally relevant, and educational. Our primary launch partners, iTunes and Discovery Education were part of a two-pronged approach to accomplish this for the series in order to position RAD Lands as premium and safe-for-kids content that has educational credibility.
Synopsis:
Today’s families face complicated food choices with few places to learn about great food habits together. Meanwhile, kids are spending increasingly more time on digital devices for entertainment and educational content. With those two things in mind, we saw an opportunity to enhance educational content for kids and focus on a genre not widely featured in kids entertainment: food. That’s why we created RAD Lands, an original series dedicated to bringing parents and kids closer to their food in an entertaining and educational way. We focused on this mission because we believe that the more people know about where food comes from and how to prepare it, the more likely they’ll seek out better food. As a top five iTunes Kids series, RAD Lands allows us to deliver that message to young eaters and their parents, so that we can collectively move towards a more positive food future.
Campaign Description:
RAD Lands is a six-episode live action / animation hybrid series featuring celebrity chefs, musicians and YouTube personalities, with themes revolving around food and education. Celebrity talent in the series includes music artists Wayne Coyne from the Flaming Lips, Biz Markie, Neon Trees and Portgual. The Man, as well as celebrity chefs Amanda Freitag and Duff Goldman. Although financed by a brand, because we don’t market to kids, there is no brand presence in the series. Launched as an iTunes exclusive, RAD Lands was created to bring kids and their families closer to their food. To bring the topics featured in RAD Lands into educational settings, Discovery Education developed complimentary classroom resources inspired by the series, which aim to engage students in the interconnections between caring for our environment, understanding where our food comes from, and the importance of choosing fresh, real food as a primary part of our diets.
Outcome:
During the launch, RAD Lands rose to the #4 position on the iTunes Kids charts, alongside some of the most popular and established family IP. Through an earned media strategy, RAD Lands garnered 286M+ media impressions during the week of the launch as well as over 24M Twitter impressions from organic promotion from key talent in the series.