Brand Purpose Gen Z Brand Strategy

Chipotle to debut wellness-inspired AR Snapchat lens on ‘Quitter’s Day’


By Webb Wright, NY Reporter

January 3, 2023 | 4 min read

The restaurant chain’s new AR lens, which will be launched on Snapchat on January 13, will reward 100,000 US customers with free guac.


Chipotle’s new Lifestyle Bowls have been designed specifically to appeal to Millennials and Gen Zers. / Chipotle Mexican Grill

Chipotle Mexican Grill is celebrating the start of 2023 with a new lineup of burrito bowls and an augmented reality (AR) campaign, developed in partnership with Snapchat and designed to promote physical and mental health among the brand's customers in the new year.

Both the seven new Lifestyle Bowls and the AR campaign have been developed with an eye toward shifting perceptions of health and wellness, particularly among young people. “The recent definition of health has shifted away from diet culture, with Millennial and Gen Z consumers following individualized, holistic interpretations of wellness,” Chipotle said in a statement. The brand cited a 2022 survey that found that “77% of 13-39-year-olds agree hanging out with friends is just as important for their wellness as working out.”

Chipotle’s roster of 2023 Lifestyle Bowls is chock-full of healthy and trendy-sounding options, including the Balanced Macros Bowl, the Wholesome Bowl and the Plant-Powered Bowl.

The brand’s new “wellness-inspired AR lens” will launch on Snapchat on January 13, a day that has been given the ignominious nickname of “Quitter’s Day.” This is due to the fact that many people tend to, apparently, give up on their new year’s resolutions by or before this date. The filter, according to Chipotle, “encourages fans to move their body and calm their mind with Chipotle-inspired exercises and meditation prompts.” The brand says that it will be rewarding 100,000 US customers who use the AR filter with promo codes for free guacamole.

“We created seven new Lifestyle Bowls that embrace Gen Z and Millennials’ modern interpretation of wellbeing,” Chris Brandt, Chief marketing officer at Chipotle, said in a statement. “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.”

The healthy habit-building AR filter is the latest in a long string of recent efforts from Chipotle to reach a younger audience through emerging technologies. In July 2022, for example, The brand released a game with the punny title of “Buy the Dip” which gave fans the opportunity to win cryptocurrency as well as promo codes for guac and queso.

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