The Challenge

For 25 years, Chipotle has owned Halloween with Boorito, its highly anticipated promotion where customers in costume can score a discounted meal.

How could we give our most loyal fans an even bigger reason to celebrate this important milestone?

The Insight

77% of adults feel nostalgic about trick-or-treating.

You never outgrow the thrill of getting a little treat. As Halloween starts earlier and lasts longer with each passing year, we have more opportunities to bring back that childhood magic.

The Strategy

Turn a once-a-year nostalgic ritual into a reason to order Chipotle
all month long.

The Execution

CHIP-OR-TREAT

Buy an entrée, get a surprise treat. Each week in October, Rewards members unlocked a new personalized offer, from free guac and chips to bonus points. Members could collect up to four treats and four exclusive badges throughout the month.

It all led to the grand finale on Halloween with the 25th rendition of Boortio.