Since 2000, Chipotle fans have anticipated the brand's annual Boorito tradition, where customers come to the restaurant in costume to receive a discount.
But over the years, and especially in the wake of Covid, awareness of the tradition declined, with most of Gen Z not knowing what Boorito was.
Chipotle needed to reimagine it for a new generation.
Our Idea:
Bring Boorito to Roblox toengage a new generation of superfans.
By taking the traditionally IRL event to Gen Z's favorite emerging platform, Chipotle would take the leadin connecting with its audience in a first and...