- Chipotle Mexican Grill continues it summer marketing push by constructing hype for National Avocado Day, including with an augmented reality lens on Snapchat and a sweepstakes, based on a press release.
- Consumers could scan an actual avocado using the AvoLotto Lens and potentially rating free guacamole for a 12 months as a part of a sweepstakes that ran from July 28-30. On National Avocado Day on July 31, Chipotle Rewards members can receive a free side or topping of guac with the purchase of a regular-priced entree.
- Chipotle often celebrates National Avocado Day with a roster of activations. This 12 months’s push comes amid a broader increase in marketing during the summer months for the chain because it looks to drive interest at a time when sales are struggling.
Chipotle is doubling its reach on social media and streaming and in addition launched its first seasonal rewards promotion called “Summer of Extras,” Chipotle executives said during a recent earnings call. With sales struggling, the chain is ramping up its summer marketing efforts in comparison with previous years, with National Avocado Day returning as a key player in its summer program.
Chipotle isn’t any stranger to National Avocado Day, often using the occasion to advertise its loyalty program and dole out free sides. For last 12 months’s effort, the brand teamed with cosmetics brand Wonderskin for a green, foil-inspired “Lipotle” lip stain. In 2023, Chipotle offered fans free concert tickets through a “Get in the Pit” promo on Threads.
To construct excitement for National Avocado Day this 12 months, Chipotle teamed with Snapchat to task consumers to look for avocados of their day-to-day lives and scan them using its AR lens that recognizes real avocados. After scanning an avocado during the sweepstakes period, consumers could wait for an on-screen message letting them know whether or not they won free guac for a 12 months, with a complete of up to three,000 people winning the prize.
Snapchat continues to be a well-liked platform for advertisers, particularly for features like its AR lenses. Snapchat earlier this 12 months rolled out a bunch of features designed to draw more advertisers to its platform, and the company reported $1.36 billion in revenue for the first quarter of 2025, a 14% year-over-year growth, largely as a result of its direct-response promoting solutions.
In addition to the Snapchat tie-up, Chipotle is pushing its “Summer of Extras,” which ends Aug. 31. During the period, rewards members can earn extra points, exclusive badges and more for completing various milestones. Additionally, a dashboard tracks members’ performance against other users of their state based on transactions.
Chipotle’s same-store sales declined about 4% during Q2 2025, continuing a trend of negative growth that began in the first quarter. Chipotle’s marketing costs in Q2 got here in at 2.7% of sales, roughly a 60 basis point increase 12 months over 12 months. In Q3, it expects marketing costs to extend in comparison with last 12 months and are available around the mid 2% range. The chain expects to maintain the marketing momentum getting into the fall as well.
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