A New Years Resolution
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Turn an overlooked menu item into a runaway success.
Chipotle Lifestyle Bowls are crafted to support health and wellness.
In January 2024, Chipotle aimed to revitalize this menu item, reaching a wider audience by highlighting its convenience, nutrition, and great taste.
Whether you’re going for gains or going vegan, Chipotle has a bowl for that.
January is all about forming healthy habits, but over 80% of us quit our New Year’s resolutions before the second week.
The second Friday in January is known as Quitters Day. It’s when many abandon their New Year's resolutions. While most brands move on from the "New Year, New You" theme, we saw this as the perfect moment to support our fans and to help them form healthy habits that last all year.
We partnered with the world's biggest athlete community, Strava, to challenge fans to defy Quitters Day with the help of Chipotle Lifestyle Bowls.
We had fans literally running to their nearest Chipotle. Starting on January 12, we rebranded Quitters Day as No Quitters Day, giving everyone who ordered a Lifestyle Bowl a chance to earn a free one.
To ramp up the motivation, we partnered with Strava, the world's largest digital community of athletes, to launch a challenge where athletes could compete with their community on exclusive running routes that all ended at a Chipotle. In six major cities the top finishers won a year of free Lifestyle Bowls.
