Chipotle First Restaurant to Promote Physical Activity Through Augmented Reality

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Chipotle Mexican Grill is launching a Snapchat lens to encourage people to maintain healthy habits, and it will reward those who participate with free guac.

“We created seven new Lifestyle Bowls that embrace Gen Z and Millennials’ modern interpretation of wellbeing,” says Chris Brandt, Chief Marketing Officer, Chipotle.

“We’re making new year’s resolutions fun by gamifying the experience and offering balanced meals made with real ingredients that you feel good eating.”

The AR Lens will launch on Friday, 13 January—also known as Quitter’s Day, the day many people tend to give up on their New Year’s resolutions.

One hundred thousand Snapchat users who take part in the Guac Day Challenge will receive a free small side of guac with their purchase.

Chipotle claims that the activation marks the first time a restaurant brand will promote physical activity and wellness through an AR Lens on Snapchat.

Chipotle’s Snapchat Lens will include meditation prompts and exercises, making it the first wellness-themed lens from a restaurant brand. Chipotle will reward 100,000 lens users with free guacamole.

The lens will launch on Jan. 13. The lens and new Lifestyle Bowls are inspired by contemporary wellness habits that emphasize healthy eating over diet culture.

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