Chipotle Debuts Oversized Bag as Marketing Stunt

Chipotle Mexican Grill has launched a 3-foot-wide, 170-liter (45-gallon) bag as a marketing initiative to promote its family meal kits. The oversized accessory is featured in a national advertising campaign.

The "Big Ass Chipotle Bag" campaign is part of a broader effort by Chief Brand Officer Fernando Machado to adopt a more social media-friendly and creative approach to brand messaging. Machado, who joined Chipotle in June, has overseen three distinct campaigns in seven weeks, including a spot featuring content creators and a music track by a "vegetable orchestra."

Machado stated his intention is to push creative boundaries for Chipotle's communications while maintaining the brand's core focus on food and ingredients. The strategy aims to evolve the brand's messaging rather than enact sweeping changes, drawing inspiration from fashion trends like oversized accessories.

The campaign launches as Chipotle seeks to boost restaurant traffic and sales. The company has seen modest improvements in comparable restaurant sales in the first two quarters of the year, driven by increased customer visits. Chipotle's third-quarter results are expected on October 28.