Chipotle to Drop SnapChat Lens to Promote Wellness
As 2023 begins, so do millions of New Year's resolutions regarding health and wellness. To encourage fans to maintain healthy habits, Chipotle Mexican Grill is adding wellness-inspired AR Lens on Snapchat . The brand is also introducing a new lineup of Lifestyle Bowls that cater to contemporary wellness habits, plus it will reward 100,000 fans wwith free guac.
Fans Don't Quit
Chipotle's Snapchat Lens, scheduled to drop January 13, promotes physical activity and wellness. Chipotle will give free guac to 100,000 fans who move and meditate with the experience.
The January 13 drop date is no accident. Friday, January 13, is also known as Quitter's Day, the day people are most likely to forfeit new year's resolutions. One hundred thousand fans in the U.S. who complete the Snapchat challenges will earn a promo code for a free small side or topping of guac. The activation marks the first time a restaurant brand will promote physical activity and wellness through an AR Lens on Snapchat, Chipotle says.
Chipotle is helping fans sustain healthy habits in 2023 with a wellness-oriented augmented reality experience. In partnership with Snapchat, the company created an engaging, rewarding augmented reality lens that encourages fans to move their body and calm their mind with Chipotle-inspired exercises and meditation prompts.
Wellness Redefined
The recent definition of health has shifted away from diet culture, with Millennial and Gen Z consumers following individualized, holistic interpretations of wellness. According to a recent trend report, 76% of 13 to 39-year-olds agree wellness can be anything that makes you feel good, and 90% of young people believe wellness looks different for everyone.
"We created seven new Lifestyle Bowls that embrace Gen Z and Millennials' modern interpretation of wellbeing," said Chris Brandt, Chief Marketing Officer, Chipotle. "We're making new year's resolutions fun by gamifying the experience and offering balanced meals made with real ingredients that you feel good eating."
Lifestyle Bowls are digital exclusive menu items available in the U.S. and Canada.