When it comes to talking sustainability, the go-to comms solution for most chain restaurants and fast food outlets is a shiny CSR section on their website, maybe a few smart infographics and a video or two documenting the tangible outcome of their efforts. The tone is positive throughout, the key takeaway: ‘Look at the good stuff we’re doing.’ Chipotle, however, has turned this standard approach on its head, choosing to communicate a message through a new medium – an online TV mini-series – and with a decidedly less gung-ho, corporate tone. The Storytelling The online four-part mini-series, ‘Farmed and Dangerous’ takes a satirical look at factory farms, processed foods and big agriculture, highlighting the problems of unsustainable food production and, of course, directly endorsing the Chipotle way of doing things. Production values are high (‘24’ and ‘Mad Men’ actor Ray Wise stars),...