Spirit Halloween Boorito Costume Drop
The Challenge
Make Chipotle’s annual Boorito Halloween event bigger than ever.
Chipotle’s Boorito is a fan-favorite annual Halloween tradition inviting fans to get in costume to claim discounted burritos.
In 2022, we hopped on the viral “Spirit Halloween costume” meme trend, posting a fake ‘Chipotle Fork’ costume. Our audience loved it.
We did it again in 2023. This time meme-ing a ‘Chipotle Napkin’ costume which fans loved even more…
The Insight
The comments were clear: We Want Real Chipotle Halloween Costumes! ... Give the fans what they want.
Chipotle has a history of supercharging the superfans, making them feel seen, heard, and celebrated with content and limited-edition merch.
And after two consecutive years of our Spirit Halloween meme being a top performer in the feeds, we took fan comments and demands as our creative brief and did the only thing we could…make them real.
The Solution
Introducing The Chipotle x Spirit Halloween “Boorito Costume Collection.”
We partnered with the biggest name in spooky season, Spirit Halloween, to bring our memes to life and drop the first-ever Chipotle Boorito costume collection.
In addition to ‘Fork’ and ‘Napkin,’ we expanded the collection to include other fan-favorite items: ‘Water Cup,’ ‘To-Go Bag,’ and, of course, ‘Burrito.’
The collection went up for sale online and in select Spirit Halloween stores.
We teased the upcoming collab on social with CGI animation riffing on the cultural meme about Spirit Halloween swooping in and taking over buildings in the lead up to Halloween.
And we posted it as an official collab with Spirit Halloween.
To announce and reveal the full Boorito collection, we took the costumes out of the feed and into the world with some attention-grabbing IRL moments across the country.
Our "in-the-wild" costume clips were even spotted on CNN.
And we got the costumes in the hands of some of our favorite creators for collab content.
@robert_kelley
@janemukbangs
@chipotle
Our collection quickly broke into the cultural zeitgeist—with the Chipotle Burrito costume becoming the 11th most searched costume on Google leading up to Halloween 2024.
The Results
- 1Highest Performing PR Campaign of All Time
- 9.2B+Press Impressions
- 68M+Owned Impressions
- 3.4M+Owned Engagements
- 11thMost Searched Costume on Google
Earning It
