HomeChipotle’s Campaign to Target Gen Z with Snapchat Lens and Lifestyle Bowls

Chipotle’s Campaign to Target Gen Z with Snapchat Lens and Lifestyle Bowls

Chipotle’s campaign demonstrated how brands can bring wellness awareness in the Metaverse for healthy lifestyle.

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Updated: February 19, 2023

Chipotle Mexican Grill is starting 2023 with a wellness-inspired augmented reality (AR) lens on Snapchat and seven health-related menu items.

It is a partnership between Chipotle and Snapchat that encourages users to move their bodies. Also, calm their minds with Chipotle-inspired exercises and meditation prompts.

The Lifestyle Bowl Lineup is available as a digital menu item. It includes options such as the Veggie Full Bowl and the High Protein Bowl.

The company intends to promote wellness and healthy eating habits through its menu offerings and augmented reality experience.

With its innovative approach, Chipotle’s reaching out to Gen Z is making a strong statement in the wellness industry.

Chipotle is kicking off 2023 with seven new, delicious Lifestyle Bowls inspired by GenZ and Millennial wellness trends.

The Campaign– To Reach Out to Gen Z and Millennial Consumers By Promoting Wellness Habits

Chipotle, a Mexican Grill, partnered with Snapchat in creating an augmented reality lens. It is to inspire and encourage fans to embrace wellness habits.

Chipotle’s latest campaign purpose is to reach out to Gen Z and millennial consumers and promote wellness habits.

Chipotle intends to make it convenient for customers to maintain their real-life New Year’s healthy-eating resolutions with its campaign.

The company aims to promote its app and loyalty programs, making it easier for customers to access its digital menu. Which offers and gives people a fun and gamifying experience. 

Chipotle’s latest campaign is different from its previous campaigns in several ways:

  1. It is aimed at a specific demographic, Gen Z and millennials.
  2. The campaign focuses on promoting wellness and healthy eating habits through the launch of Snapchat Lens and Lifestyle Bowls, a new brand approach.
  3. The campaign’s execution is entirely digital. Making it easier for customers to access its menu offerings and participate in the augmented reality experience.

How Did the Campaign Perform?

The campaign results are yet to be seen as it was just launched. However, the campaign expects to positively impact the brand’s image and reach among Gen Z and millennial consumers.

It also made the brand pose a strong statement in the wellness industry. Chipotle is poising to set a new standard in the wellness industry.

Chipotle has been promoting its app and loyalty programs for several years. The company’s recent marketing efforts have included launching a crypto-based stock market game.

At the same time a new garlic guajillo steak menu item by Metaverse activation.

The new wellness-inspired AR lens on Snapchat and the Lifestyle Bowls depart from these previous campaigns as they focus on promoting wellness and healthy eating habits.

Additionally, the lens is a restaurant brand’s first wellness-themed AR experience. The Lifestyle Bowls are digital-only menu items, showcasing Chipotle’s continued efforts to promote its app and digital offerings.

Users can order these digital menus through their mobile app or their website.

The Snapchat Lens also includes meditation prompts and exercises, and Chipotle will reward 100,000 lens users with free guacamole.

The contemporary wellness habits that emphasize healthy eating inspire Lifestyle Bowls which is available in digital menu offerings only.

Chipotle Lifestyle Bowls

What could Chipotle Learn from Other Brand Campaigns in the Metaverse?

Chipotle’s campaign is an innovative and refreshing approach to reach out to Gen Z and millennial consumers and promote wellness.

With its Snapchat Lens and Lifestyle Bowls, the company aims to make it convenient for customers to maintain their New Year’s healthy-eating resolutions and promote its digital offerings. 

However, as a food brand promoting wellness, Chipotle could learn more from other brand campaigns in the Metaverse.

Such as Wendy’s, Pizza Hut, and Jimmy John’s, these brands have successfully entered Metaverse and created virtual spaces. Or also have an influential marketing and advertising strategy hooked Gen Z and Millennial customers.

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