Dive Brief:
- Chipotle is attempting to cash in on Super Bowl hype without a traditional in-game commercial by dropping up to $1 million in free entree codes on Instagram Reels during the game on Feb. 8, according to a press release.
- The chain will share a 30-second Reel during the Super Bowl that promotes its real ingredients. The video, which will include the one-time drop of free entree codes, will go live ahead of the third quarter after a different brand’s artificial intelligence-generated ad airs during the broadcast.
- The effort, which appears to be a playful shot against Svedka and its “Shake Your Bots Off” ad, comes as other brands similarly poke fun at AI and is an example of how advertisers are hoping to tap into Super Bowl hype without the costly investment.
Dive Insight:
While Chipotle won’t be airing a traditional Super Bowl ad this year, the chain still plans to tap into the hype with a free entree code stunt that could help it gather valuable customer data. The effort sees it join other brands skipping a Super Bowl ad but still marketing around the game, including Heinz and Avocados From Mexico — the latter of which is offering an AI experience — as the price for 30 seconds of air time reaches a staggering $10 million.
Chipotle’s move, called “The Chipotle Realest 30,” pushes back on a world increasingly reliant on AI by highlighting the chain’s real ingredients. For the effort, a 30-second video featuring a text-to-claim code redeemable for a free entree will be shared by Chipotle on Instagram Reels after halftime and before the third quarter. The video will be live for approximately 30 seconds before it is removed, and up to 100,000 consumers will be able to receive a free entree code.
The timing of Chipotle’s Reel lines up with when Svedka Vodka’s AI-generated ad is expected to air during the Super Bowl broadcast. The 30-second ad, titled “Shake Your Bots Off,” is billed by the Sazerac brand as a collaboration between “man and machine” and includes Svedka’s Fembot mascot dancing alongside a sidekick called BroBot. A number of brands are flexing the power of AI during the Super Bowl, including OpenAI, Anthropic, Google and Wix.
Chipotle has often sought to engage target audiences with mobile campaigns, including text-to-win activations around National Quesadilla Day and National Burrito Day. Beyond its Instagram Reels video, Chipotle also debuted three different loaded nachos offerings, called Game Day Nacho Hacks, on its app and website, available now through Feb. 8. Chipotle last aired an ad in the Super Bowl in 2021 with a spot titled “Can a Burrito Change the World?”
Other brands have pushed back against AI in their marketing recently, including Almond Breeze, which teamed with the Jonas Brothers for a campaign that pokes fun at low-quality AI advertising content. In January, Equinox launched “Question Everything But Yourself” to address unrealistic expectations perpetuated by AI.
Chipotle reported a 2.5% decline in comparable sales during its fourth quarter, according to its latest earnings statement. During a call discussing the earnings, the company shared a transformation plan called “Recipe for Growth” that includes strengthening the brand’s value proposition, messaging and global reach and modernizing its business model with technology including AI.
The latest move from Chipotle comes following the January departure of President and Chief Brand Officer Chris Brandt, who joined the company in 2018. Stephanie Perdue, Chipotle’s vice president of brand marketing, is currently serving as interim CMO.
