Chipotle Believes In The Gold Standard

For the last five weeks, Chipotle Mexican Grill has wrapped its signature burritos in gold foil to call attention to the premium quality ingredients it uses to make all of its food. Now, the company is calling on customers to wrap random items in gold or silver foil.

It’s not just a crafts project, it’s also a promotion. When you “Wrap What You Love”, photograph the object and upload the image to the brand’s website, you’ll also be entered to win a gold coin.

“Unlike most restaurant chains, we don’t have limited time menu offers – a cornerstone of fast food marketing,” said Mark Crumpacker, Chipotle’s chief marketing officer. “Instead, we created a limited time promotion to highlight the unlimited time nature of our great ingredients. Now, we’re letting our customers get in on the action by wrapping their favorite things in gold.”

Previously On AdPulp: Chipotle To Wrap 35 Million Burritos In Gold Foil

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.

  • Maxvonsydow

    I know in my career I’ve polished turds, I’ve never wrapped them in gold foil.