Dive Brief:

• Chipotle is launching "RAD Lands," an original video series geared toward 7- to 10-year-olds and available exclusively on iTunes, according to a company press release.
• The content, largely animated, is based around an intergalactic rebel squad saving the galaxy's plants and animals to preserve their access to fresh food. It was created by Chipotle in conjunction with CAA Marketing and The Magic Store (of "Yo Gabba Gabba!" fame) and features celebrity chefs, YouTube influencers and musicians including the pop group Neon Trees and Wayne Coyne of The Flaming Lips. 
• "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," said Mark Crumpacker, chief marketing and development officer at Chipotle, in a statement. "We hope that it sparks conversation and curiosity among families, ideally leading to smarter and more informed choices about food."

Dive Insight:

The video series highlights Chipotle’s dedication to original content beyond branded marketing as well as the value in taking an educational approach when targeting media at children. While "RAD Lands" won't feature the Chipotle name or any of its products directly, the series coheres nicely with the brand's broader mission of educating consumers — especially younger consumers — about the benefits of eating healthier food.  

Stemming from that, Chipotle is also partnering with Discovery Education for "RAD Lands in School," an online program for elementary students set to launch this spring that will teach kids health and science material around fresh produce.

And though "RAD Lands" isn't branded content in the traditional sense, it does leverage a few marketing tactics that have seen success elsewhere. YouTube influencers are especially popular among Chipotle's target demographic of 7- to 10-year-olds, and featuring them might be a way to attract and hold the attention of more eyeballs.

Chipotle has been innovative in how it chooses to extend its brand messages, both through the new "RAD Lands" offerings and content tie-ins like mobile games.