Chipotle’s wellness-oriented Snap AR experience encourages people to-
- be more active to be in better physical condition
- mentally relax by calming their minds
…. with exercises, meditation prompts and a healthy diet
With the lens launch on Jan 13, 2023 – to coincide with “ Quitter’s Day ” – since this is the day many people are most likely to forgo their new year’s resolutions.
The first 100,000 fans in the U.S. who complete the Snapchat challenges earn a promo code for a free small side or topping of guacamole. The activation marks the first time a restaurant brand promotes physical activity and wellness through an AR Lens on Snapchat.
In addition, for the new line of Lifestyle Bowls, Chipotle says it is “ meeting guests where they are in their daily routines.” Further, Lifestyle Bowls are digital exclusive menu items.
According to a recent trends report, Millennial and Gen Z consumers think about health and diet culture differently. This results in a wide definition of which lifestyles are healthy and which are not – with 90% of young people believing wellness looks different for everyone. Interestingly, 76% of people 13 to 39 years old indicate that wellness can be anything that makes you feel good.
“ We created 7 new Lifestyle Bowls that embrace Gen Z and Millennials’ modern interpretation of well-being ” says Chris Brandt, CMO at Chipotle. With this, the objective is to make new year’s resolutions fun and goals achievable by gamifying the experience and having a rewarding outcome.