Chipotle pokes fun at AI Super Bowl ads to spotlight real ingredients

Chipotle’s move, called “The Chipotle Realest 30,” pushes back on a world increasingly reliant on AI by highlighting the chain’s real ingredients. For the effort, a 30-second video featuring a text-to-claim code redeemable for a free entree will be shared by Chipotle on Instagram Reels after halftime and before the third quarter. The video will be live for approximately 30 seconds before it is removed, and up to 100,000 consumers will be able to receive a free entree code. 

This is smart move by giving away something, while at the same time adding 100,000 people to your email list. Better than spending a 30 second ad for $8,000,000!

Chipotle has often sought to engage target audiences with mobile campaigns, including text-to-win activations around National Quesadilla Day and National Burrito Day. Beyond its Instagram Reels video, Chipotle also debuted three different loaded nachos offerings, called Game Day Nacho Hacks, on its app and website, available now through Feb. 8. Chipotle last aired an ad in the Super Bowl in 2021 with a spot titled “Can a Burrito Change the World?”

Tom Larsen, President of www.larseninsurance.com