Chipotle’s ridiculously oversized bag can carry enough food to feed your entire family
Chipotle Mexican Grill has debuted a 3-foot-wide, 170-liter (45-gallon) bag that serves as both a bold fashion statement and a marketing stunt that exemplifies the creative style of its chief brand officer, Fernando Machado. Within the span of just seven weeks, Machado has rolled out three creative campaigns that point to a buzzier, more social media-friendly approach that intends to lure diners…
Chipotle Mexican Grill has introduced a 3-foot-wide, 170-liter (45-gallon) bag that doubles as a fashion statement and marketing gimmick. This oversized bag, called the "Big Ass Chipotle Bag," is part of a bold new advertising campaign aimed at promoting the company's family meal kits. The campaign marks a shift in Chipotle's marketing strategy, as CEO Fernando Machado aims to infuse the brand's messaging with more creativity and buzz.
Machado, who joined Chipotle in June, has already launched three campaigns under his leadership, including a viral music track recorded by a vegetable orchestra and a new line of limited-edition Pollo Asado and Chili Lime Chips. The oversized bag, inspired by the recent trend in fashion runways, is a playful and joyful addition to Chipotle's brand image.
Machado, who previously served as chief marketing officer at Restaurant Brands International, emphasizes the importance of adapting to evolving consumer conversations on social media platforms, particularly among younger Gen Z and Gen Alpha diners.
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