As more brands used the Super Bowl to showcase artificial intelligence through ads and AI-generated content, Chipotle chose a different approach – skipping a traditional TV commercial while launching an activation designed to capture audience attention around the event itself.
During the February 8 game, the brand published a 30-second video on Instagram Reels titled “The Chipotle Realest 30,” alongside a one-time drop of free entrée codes worth up to $1 million. The video went live after halftime and before the third quarter, remaining active for about 30 seconds, while the first 100,000 users who texted the displayed code received a free entrée.
The activation is clearly positioned as a contrast to AI-generated ads dominating this year’s Super Bowl communications. The company emphasised that the goal was to remind audiences of “real food made with real ingredients without artificial colors, flavors or preservatives,” using the moment when AI ads appear during the game broadcast.
At the same time, the strategy reflects a broader trend: more brands are trying to capitalise on Super Bowl hype without investing in costly TV airtime, which now reaches about $10 million for 30 seconds. Chipotle thus joins companies linking their marketing to the event primarily through digital and social channels.
The campaign comes amid business changes for the brand. Chipotle recently reported a 2.5% decline in comparable quarterly sales and introduced a “Recipe for Growth” plan that includes strengthening brand value, messaging and global reach, as well as modernising operations with technologies including AI. Following the January departure of President and Chief Brand Officer Chris Brandt, the role of interim CMO is currently held by Stephanie Perdue.
Alongside the digital activation, the company also introduced limited digital menu offerings around the game period, further highlighting its focus on mobile and online channels as key audience touchpoints.
