The Challenge
On social media, people often refer to tattooed individuals as being “Tatted Like A Chipotle Bag.” How could we turn these symbols of self expression into an ownable brand moment?
When Adam Levine performed shirtless at the Super Bowl, people immediately began comparing his tattoos to the illustrations on a Chipotle bag. And over the years, it’s become a go-to tattoo style and a way for people to describe their ideal dating “type”.
We turned this social meme into a symbol of brand pride, creating a brand holiday that had fans lining up all across the country.
The Insight
Friday the 13th is a beloved tradition in tattoo culture, where shops and artists offer pre-designed, affordable flash tattoos. It’s a day that celebrates self-expression through ink.
For Chipotle, our fans often joke that their tattoos make them look “tatted like a Chipotle bag.”
And in 2025, there was only one Friday the 13th on the calendar…
The Solution
Tatted Like A Chipotle Bag Day
We turned Friday the 13th into a new brand holiday where fans could claim a one-hour (flash) BOGO deal.
The catch?
Show us your ink, real or not.
We teased it on social, leaning into the lookalike trend and putting out the call for Chipotle Bags everywhere.
We showed fans all the things that qualified as a “tattoo.”
And we worked with tatted creators and influencers to spread the word.
We elevated fan UGC using tattoos and Chipotle bags to help make it huge.
We took it a step further by creating 13 new temporary flash tattoos inspired by things that make the brand iconic.
One tattoo shop in San Diego even started tattooing these for real. Fans SHOWED UP and posted tons of UGC from the restaurants.
Earning It
The Results
- #1Highest Viewed & Engaged IG Post in 2025
- 9.2BPR Impressions
- 102+MOwned Impressions
- ~300UGC posts
