Chipotle is skipping a traditional Super Bowl commercial this year in favor of a social-first activation that could hand out up to $1 million worth of free food to viewers watching at home.
On February 8, the fast food chain will publish a one-time Instagram Reel once an AI-generated ad appears during the Super Bowl, with the first 100,000 fans who respond scoring a free entrée code.
At the same time, the brand is also rolling out limited-time nacho bundles through its app in the days leading up to the game.
How Chipotle’s Super Bowl giveaway works
Instead of airing a commercial during the men’s professional American football championship game, Chipotle will wait for an AI-generated ad to appear on television after halftime and before the third quarter.
At that moment, the brand’s Instagram account will post a Reel titled “The Chipotle Realest 30” that includes a text to claim code.
According to Chipotle, the promotion will run as follows:
- A one-time 30-second Reel will be posted to Instagram featuring a claim code
- The first 100,000 people to text the code to 888222 will receive a free entrée
- Standard text and data rates apply
“With our real ingredients, we don’t use any artificial colors, flavors, or preservatives on our menu so when AI shows up in a TV ad after halftime, we’re seizing that one moment to reward fans with what they really want: real food,” said Stephanie Perdue, Interim Chief Marketing Officer of Chipotle.
The free entrée codes will be valid in the U.S. through February 12 for any regularly priced entrée, subject to availability.
Game Day Nacho Hacks launch in the app
ChipotleAlongside the giveaway, Chipotle is introducing three limited-time Game Day Nacho Hacks, available exclusively through the Chipotle app and Chipotle.com from February 5 through February 8.
The digital-only bundles are designed to be shared among groups of three to four people and include chips, queso, guacamole, and salsas, with optional protein add-ons.
The three options include:
- Game Day Nacho Hack with Chicken
- Two high-protein cups of Adobo Chicken
- Two large bags of chips
- Two large sides of Queso Blanco
- Two large sides of guac
- Two large sides of roasted chili corn salsa and fresh tomato salsa
- Game Day Nacho Hack with Steak
- Two high-protein cups of steak
- Two large bags of chips
- Two large sides of Queso Blanco
- Two large sides of guac
- Two large sides of roasted chili corn salsa and fresh tomato salsa
- Game Day Nacho Hack
- Two large bags of chips
- Two large sides of Queso Blanco
- Two large sides of guac
- Two large sides of roasted chili corn salsa and fresh tomato salsa
The company also confirmed that its Chicken al Pastor protein will return to restaurants for a limited time starting February 10. Chipotle Rewards members will be able to order the item one day earlier on February 9 through the brand’s app and website.
Chipotle is just the latest brand to announce a Super Bowl-related limited-time offer. Buffalo Wild Wings brought back its annual free wings deal, and Heinz announced the “Kegchup,” a party sized container that holds seven pounds of ketchup.
