Chipotle Plans $1 Million in Free Burrito Offers During Soccer Tournament "Water" Break
Chipotle Mexican Grill is launching a promotion offering $1 million in free burrito entrees during the upcoming international soccer tournament final on July 19. The campaign, dubbed "Chipotle "Water" Break," leverages a popular social media trend involving the company's cups.
Chipotle Mexican Grill announced it will offer $1 million in free entrée promotions during the second official hydration break of the international soccer tournament final on July 19. The activation, named the "Chipotle "Water" Break," taps into a long-standing social media conversation about customers filling their complimentary Chipotle water cups with lemonade.
During the match's hydration pause, Chipotle will release a video on its official Instagram account, @Chipotle. The video challenges viewers to track a lemonade-filled cup amidst three identical Chipotle water cups. Participants who correctly text a revealed code within the video will be among the first 100,000 to receive a free entrée offer.
Stephanie Perdue, Senior Vice President of Marketing at Chipotle, stated, "The best brand ideas start with a fan truth." She explained this initiative aims to connect the popular "fan lore" surrounding the water cups with a significant sporting event.
The "Water" Break promotion follows Chipotle's successful "Matchday BOGO" campaign earlier this year, which became the company's largest promotional day historically. Chipotle aims to engage both loyal customers and international visitors experiencing American brands during their travels this summer.