Available exclusively on iTunes and in partnership with
Discovery Education, the original series highlights ways for
parents and kids to make good food choices
Chipotle Mexican Grill (NYSE: CMG) today released “RAD
Lands,” an original video series about food for kids between the
ages of 7 and 10. The show is available exclusively on iTunes
at iTunes.com/RadLands. The unbranded series, created in
partnership with CAA Marketing and The Magic Store (the team behind
the Daytime Emmy-nominated series “Yo Gabba Gabba!”), features
celebrity chefs, musicians and YouTube personalities, and is aimed
at educating families about where their food comes from and how it
is prepared.
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“Chipotle is ensuring that better food is accessible to
everyone,” said Mark Crumpacker, chief marketing and development
officer at Chipotle. “We created ‘RAD Lands’ to educate young
eaters and their parents about food in an entertaining and engaging
way. We don't advertise to kids so the show is completely
unbranded. We hope that it sparks conversation and curiosity among
families, ideally leading to smarter and more informed choices
about food.”
The main storytelling component of “RAD Lands” is an animated
segment called "The Cultivators" that follows a small rebel squad’s
epic journey to help save the galaxy’s plants and animals to
preserve their access to real, fresh food. The squad is challenged
by a nemesis trying to homogenize food across the galaxy and turn
it all into highly processed junk food.
Season one will be available exclusively on iTunes in the US and
Canada for $4.99, bringing the series to a wide and digital
savvy audience on the world’s premium destination for music, TV and
movie content. Alternatively, families can download the first
episode for free, and the remaining five episodes for $1.99 each.
As part of the “RAD Lands” launch and to support school lunches,
Chipotle will donate $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 every student, every day.
“RAD Lands” continues Chipotle’s tradition of producing
innovative unbranded content focusing on fresh ingredients and a
wholesome lifestyle. The series was created by Chipotle in
partnership with CAA Marketing and The Magic Store, one of the most
respected producers of children’s television and the team behind
the popular television series “Yo Gabba Gabba!” The culinary and
musical talent appearing in “RAD Lands” includes chefs Amanda
Freitag, Michael Voltaggio, and Duff Goldman, along with musicians
Neon Trees, Wayne Coyne of the Flaming Lips, Biz Markie and
Portugal. The Man, among others.
“Chipotle and the ‘RAD Lands’ series are a great fit with the
values of my foundation,” said Ann Cooper, founder of the Chef Ann
Foundation. “We are thrilled with the generous support from
Chipotle and iTunes through this program, and hope it encourages
others to contribute what they can to influence future generations’
views on food.”
Discovery Education Partnership Enhances Program
Benefits
To enhance the program’s reach to educators and students,
Chipotle is partnering with Discovery Education, a leading provider
of digital education content for K-12 classrooms, for RAD Lands In
School. In this online program for elementary students launching
later this spring, RAD Lands episodes will be paired with lesson
plans and activities that have been developed by Discovery
Education’s award-winning curriculum team. These no-cost
resources incorporate music, animation, and live-action segments to
teach students key health and science content, including the
benefits of eating fresh food, the importance of caring for our
environment, and how to create healthy and tasty snacks. These
engaging lessons and activities can be used as stand-alone
materials or integrated into elementary health and science
curriculum. Additionally, Discovery Education will host an
original, nationwide virtual field trip this fall for students and
teachers that will combine food literacy experts and the RAD Lands
content for a real-time learning experience. More information can
be found at www.RADlandsinschool.com.
“RAD Lands In School offers educators and students a way to
explore where fresh food comes from and how it can support a
healthy lifestyle in a fun and compelling way,” said Lori
McFarling, senior vice president and chief marketing officer of
Discovery Education. “We are pleased to partner with Chipotle
on this effort to start conversations with students about health
and nutrition, farming and food, through vibrant content and easy
to use activities.”
“Every student should be knowledgeable about making good food
choices and RAD Lands In School will help to support my health
classroom lessons in a new and engaging way while also providing
activities for the family at home,” said Brandon Wislocki, fifth
grade teacher at Stonegate Elementary (Irvine Unified School
District) in Rancho Santa Margarita, Calif.
“Through ‘RAD Lands,’ we wanted to create a show for families to
watch together that engages and teaches without preaching,” said
Scott Schultz, “Yo Gabba Gabba!” creator and executive producer at
The Magic Store. “We achieved that goal through a combination of
animation, music and live action throughout the series.”
To learn more about RAD Lands, visit chipotle.com/radlands. To
download episodes of the show, visit iTunes.com/RadLands.
ABOUT CHIPOTLE
Steve Ells, Founder, Chairman and CEO, started
Chipotle with the idea that food served fast did not have to be a
typical fast food experience. Today, Chipotle continues to offer a
focused menu of burritos, tacos, burrito bowls, and salads made
from fresh, high-quality raw ingredients, prepared using classic
cooking methods and served in an interactive style allowing people
to get exactly what they want. Chipotle seeks out extraordinary
ingredients that are not only fresh, but that are raised
responsibly, with respect for the animals, land, and people who
produce them. Chipotle prepares its food using whole, unprocessed
ingredients and without the use of added colors, flavors or other
additives typically found in fast food. Chipotle opened with a
single restaurant in Denver in 1993 and now operates more than
2,200 restaurants. For more information, visit Chipotle.com.
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Chipotle Mexican GrillChris Arnold,
303-222-5912carnold@chipotle.com
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