US restaurant chain Chipotle Mexican Grill has been named MIPTV's Brand of the Year in recognition of its Hulu original online series Farmed and Dangerous.
Produced with New York-based studio Piro, the series will have its exclusive international premiere in Cannes.
The award recognises the "best online video strategy by a brand," says MIPTV, with past winners including Amex, Heineken, Intel and Vice Media.
Chipotle's chief marketing officer, Mark Crumpacker, along with Piro partner Tim Piper, writer/director/executive producer of the show, and Daniel Rosenberg, writer/executive producer and Piro partner, will also give their insights into how to leverage brand partnerships while preserving the creative vision.
Farmed and Dangerous is a tongue-in-cheek series about the evil practices at fictional agribusiness giant Animoil, which has come up with the world's least palatable cattle feed: the PetroPellet. The only snag is that it results in exploding cows. The first four 30-minute episodes began broadcasting in the US on Hulu in February.
The Farmed and Dangerous presentation will be part of the MIP Digital Fronts, the new international screenings for original online content.
The MIP Digital Fronts will include showcases by founding partners YouTube and Maker Studios and presentations by creators and digital studios including Fox Digital Studio, Fullscreen and Vuguru.