After hundreds suffered from food poisoning and dozens of stores were shut down, Chipotle is looking to gain redemption from customers. Launching their new weekly Snapchat exclusive show, “School of Guac”, aimed at millennial users, they hope to see some kind of turn around.

“School of Guac”, targeted at 13–24-year-old college students, comes out every week at 3 p.m. on Tuesday afternoons. The idea behind it is to build appointment viewing for the Snapchat generation.

“Most of our audience is Gen Z and Gen Y who spend lots of time on Snapchat, so it makes sense for us to be where they are,” said Jackson Jeyanayagam, head of digital marketing for Chipotle. “We tend to be a little edgier than other brands. Snapchat gives us the canvas to be creative and design-driven.”

Hosted by performer Lorena Russi, the show is set up to have variety show feel with a news satire format similar to The Daily Show. Jeyanayagam says they are pulling from millennial favorites like Key and Peele, John Oliver’s Last Week Tonight, and The Late, Late Show with James Corden as influences. Hoping to match the anything-goes feel of Snapchat, the show doesn’t have any particular voice or tone except from the personality that Russi brings to the table.

The show features content related to the Chipotle brand such as how to turn your burrito foil into a piggy bank, and it asks the hard-hitting questions like why tortillas are round but tortilla chips are triangles. The show even has fake commercial breaks to give it even more of a television environment.

Vice-owned agency Carrot Creative has been working with Chipotle to create this project. They are really sticking to the variety show theme in an effort to hit on something for everyone. Account director for Carrot Creative, Jasmine Jabbour says, “’School of Gauc’ is about pop culture, burrito culture, and snap culture.”

Carrot Creative is also working with the tech company Delmondo to measure Snapchat. The main metrics they are focusing on are “engagement, time spent on snaps, views, and if people share on our ‘School of Gauc’ on Twitter,” claims Jeyanayagam.

The main goal of the chain’s snappy social campaign is to gain the trust back of the scared consumers. Specifically on Snapchat, the restaurant has experimented with ads on the Discover feature, geofilters, and even sponsored lens that turn users’ heads into an avocado.

Chipotle is planning to have 10 episodes of “School of Gauc” and then decide if they want to continue to create more programs on Snapchat or if they should try the same thing on Instagram Stories.