Chipotle Promotes Large Portions with Giant Takeout Bag Campaign

Chipotle has launched a marketing campaign centered around a 3-foot wide "Big Ass Chipotle Bag" to encourage customers to order group meals and catering. The initiative capitalizes on long-standing customer humor regarding the company's generous portion sizes.

The campaign, officially announced on October 13, features "Build-Your-Own Chipotle" meal kits designed to serve four to six people. These customizable offerings include tacos, salads, bowls, and nachos with a choice of proteins and toppings, positioning them as ideal for gatherings such as friend meetups, office events, and family meals.

Stephanie Perdue, Chipotle's Senior Vice President of Brand Marketing, stated that group occasions represent a growing segment of the business, providing a convenient solution for multiple customer needs. The oversized bag featured in the campaign is part of a new national advertising effort.

Ricky Casal, Chief Creative Officer at Chipotle's agency partner GUT Miami, described the approach as simple: "You see this ridiculously oversized Chipotle bag and immediately get the joke. We leaned into that simplicity, treating it like a luxury object and letting the scale do the storytelling." Chipotle will reward Rewards members through a series of digital sweepstakes, giving away 2,000 of these special bags weekly for a total of 8,000 bags during the campaign.