Get Wrapped Up in Chipotle's Recent Costume Campaign

Image courtesy of Chipotle

October 30th, 2024

By Mia Leduc

Article topics: Halloween Marketing, New Product Line, Gen Z Marketing

In light of the Halloween Season, Chipotle officially released its first-ever costume line in collaboration with Spirit Halloween on September 6th, 2024. The idea originally formed from Instagram posts from 2022, featuring mockups of potential Chipotle-themed costumes. The mockups included the Chipotle Napkin and Fork, collecting 700,000+ fan impressions. 

Chipotle decided to capitalize on Gen Z humor and fan appeal, leading to the official development of their costume line. They began teasing the line with engaging TikToks and Instagram content. Once the final release happened, the campaign was met with an overall positive response, with brand new and seasoned Chipotle fans fetching their own Chipotle Burrito costume from the Spirit Halloween shelves. 

The line includes the following costumes:

• Chipotle Fork

• Chipotle Napkin

• Chipotle Water Cup

• Chipotle Burrito

• Chipotle To-Go Bag

This costume campaign proved to be a cohesive method to connect the existing "Boorito" Halloween deal that Chipotle offers annually. According to the Boorito deal, if Chipotle Rewards Members visit any Chipotle on Halloween day in costume, they can receive one (1) entrée item for $6. So now, customers can visit Chipotle on Halloween day in their Chipotle-themed costumes and score a meal deal on top of that!