RAD Lands

Chipotle launches kids’ video series

‘RAD Lands’ aims to educate youngsters and families about food

Chipotle Mexican Grill Inc. has released an original video series to help educate families and kids ages 7 to 10 about where their food comes from and how it is prepared, the company said Wednesday.

The Denver-based fast-casual operator said the unbranded series, called “RAD Lands,” is available for download exclusively on iTunes. It was created in partnership with CAA Marketing and The Magic Store, which created the Emmy-nominated series “Yo Gabba Gabba!”

The series features such celebrity chefs, musicians and YouTube personalities, including Amanda Freitag, Michael Voltaggio, Duff Goldman, the Neon Trees, Wayne Coyne of the Flaming Lips and rapper Biz Markie. Segments also include instruction on preparing snacks and meals. 

“Chipotle is ensuring that better food is accessible to everyone,” Mark Crumpacker, Chipotle chief marketing and development officer, said in statement. “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.”

“RAD Lands” episodes feature an animated segment called "The Cultivators" that follows a small rebel squad’s journey to help save the galaxy’s plants and animals.

Season one is available exclusively on iTunes in the United States and Canada for $4.99. 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 nonprofit organization that works with schools nationwide to provide the tools and resources they need to serve healthful and nutritious meals to students. 

To enhance the program’s reach to educators and students, Chipotle has partnered with Discovery Education, a leading provider of digital education content for K-12 classrooms, for RAD Lands In School. That online program for elementary students will launch later this spring, pairing “RAD Lands” episodes with lesson plans and activities.

To see more about “RAD Lands,” visit chipotle.com/radlands.

Chipotle, which was founded in 1993, has more than 2,200 restaurants. 

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

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