Chipotle Launches ‘RAD Lands’ Television Series for Families on iTunes

Available exclusively on iTunes and in partnership with Discovery
Education, the original series highlights ways for parents and kids to
make good food choices

DENVER–(BUSINESS WIRE)–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.

“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.

Contacts

Chipotle Mexican Grill
Chris Arnold, 303-222-5912
carnold@chipotle.com