Dive Temporary:
- Chipotle Mexican Grill continues it summer time advertising and marketing push by constructing hype for Nationwide Avocado Day, together with with an augmented actuality lens on Snapchat and a sweepstakes, based on a press launch.
- Shoppers may scan an actual avocado utilizing the AvoLotto Lens and probably rating free guacamole for a 12 months as a part of a sweepstakes that ran from July 28-30. On Nationwide Avocado Day on July 31, Chipotle Rewards members can obtain a free aspect or topping of guac with the acquisition of a regular-priced entree.
- Chipotle usually celebrates Nationwide Avocado Day with a roster of activations. This 12 months’s push comes amid a broader enhance in advertising and marketing throughout the summer time months for the chain because it appears to drive curiosity at a time when gross sales are struggling.
Dive Perception:
Chipotle is doubling its attain on social media and streaming and in addition launched its first seasonal rewards promotion referred to as “Summer season of Extras,” Chipotle executives mentioned throughout a current earnings name. With gross sales struggling, the chain is ramping up its summer time advertising and marketing efforts in comparison with earlier years, with Nationwide Avocado Day returning as a key participant in its summer time program.
Chipotle is not any stranger to Nationwide Avocado Day, usually utilizing the event to advertise its loyalty program and dole out free sides. For final 12 months’s effort, the model teamed with cosmetics model Wonderskin for a inexperienced, foil-inspired “Lipotle” lip stain. In 2023, Chipotle provided followers free live performance tickets by a “Get within the Pit” promo on Threads.
To construct pleasure for Nationwide Avocado Day this 12 months, Chipotle teamed with Snapchat to activity shoppers to seek for avocados of their day-to-day lives and scan them utilizing its AR lens that acknowledges actual avocados. After scanning an avocado throughout the sweepstakes interval, shoppers may watch for an on-screen message letting them know whether or not or not they gained free guac for a 12 months, with a complete of as much as 3,000 individuals successful the prize.
Snapchat continues to be a well-liked platform for advertisers, significantly for options like its AR lenses. Snapchat earlier this 12 months rolled out a bunch of options designed to draw extra advertisers to its platform, and the corporate reported $1.36 billion in income for the primary quarter of 2025, a 14% year-over-year development, largely as a result of its direct-response promoting options.
Along with the Snapchat tie-up, Chipotle is pushing its “Summer season of Extras,” which ends Aug. 31. Through the interval, rewards members can earn additional factors, unique badges and extra for finishing varied milestones. Moreover, a dashboard tracks members’ efficiency in opposition to different customers of their state based mostly on transactions.
Chipotle’s same-store gross sales declined about 4% throughout Q2 2025, persevering with a development of adverse development that began within the first quarter. Chipotle’s advertising and marketing prices in Q2 got here in at 2.7% of gross sales, roughly a 60 foundation level enhance 12 months over 12 months. In Q3, it expects advertising and marketing prices to extend in comparison with final 12 months and are available across the mid 2% vary. The chain expects to maintain the advertising and marketing momentum going within the fall as nicely.
