Dive Brief:

• Chipotle Mexican Grill continues it summer marketing push by building hype for National Avocado Day, including with an augmented reality lens on Snapchat and a sweepstakes, according to a press release. 
• Consumers could scan a real avocado using the AvoLotto Lens and potentially score free guacamole for a year as part of a sweepstakes that ran from July 28-30. On National Avocado Day on July 31, Chipotle Rewards members can receive a free side or topping of guac with the purchase of a regular-priced entree.
• Chipotle often celebrates National Avocado Day with a roster of activations. This year’s push comes amid a broader increase in marketing during the summer months for the chain as it looks to drive interest at a time when sales are struggling. 

Dive Insight:

Chipotle is doubling its reach on social media and streaming and also launched its first seasonal rewards promotion called "Summer of Extras," Chipotle executives said during a recent earnings call. With sales struggling, the chain is ramping up its summer marketing efforts compared to previous years, with National Avocado Day returning as a key player in its summer program. 

Chipotle is no stranger to National Avocado Day, often using the occasion to promote its loyalty program and dole out free sides. For last year’s effort, the brand teamed with cosmetics brand Wonderskin for a green, foil-inspired “Lipotle” lip stain. In 2023, Chipotle offered fans free concert tickets through a “Get in the Pit” promo on Threads.

To build excitement for National Avocado Day this year, Chipotle teamed with Snapchat to task consumers to search for avocados in their day-to-day lives and scan them using its AR lens that recognizes real avocados. After scanning an avocado during the sweepstakes period, consumers could wait for an on-screen message letting them know whether or not they won free guac for a year, with a total of up to 3,000 people winning the prize. 

Snapchat continues to be a popular platform for advertisers, particularly for features like its AR lenses. Snapchat earlier this year rolled out a host of features designed to attract more advertisers to its platform, and the company reported $1.36 billion in revenue for the first quarter of 2025, a 14% year-over-year growth, largely due to its direct-response advertising solutions.

In addition to the Snapchat tie-up, Chipotle is pushing its “Summer of Extras,” which ends Aug. 31. During the period, rewards members can earn extra points, exclusive badges and more for completing various milestones. Additionally, a dashboard tracks members’ performance against other users in their state based on transactions. 

Chipotle’s same-store sales declined about 4% during Q2 2025, continuing a trend of negative growth that started in the first quarter. Chipotle's marketing costs in Q2 came in at 2.7% of sales, approximately a 60 basis point increase year over year. In Q3, it expects marketing costs to increase compared to last year and come in around the mid 2% range. The chain expects to keep the marketing momentum going in the fall as well.