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



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.