The Challenge
How could we turn a symbol of self expression into an ownable brand moment?
It all started when Maroon 5's Adam Levine performed shirtless at the Super Bowl. People on social began referring to him as being “tatted like a Chipotle bag” and the meme took on a life of its own. So we leaned in and turned this social meme into an ownable brand holiday that had fans lining up for Chipotle all across the country on Friday the 13th.
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.
The Solution
Tatted Like A Chipotle Bag Day
A new brand holiday where fans could claim a one-hour (flash) BOGO deal.
The only thing you had to do to receive the promo: 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 took it a step further by creating 13 new temporary flash tattoos inspired by things that make Chipotle iconic.
One tattoo shop in San Diego even started tattooing these for real.
Then in 2026, we did it again for March’s Friday the 13th, this time collabing with some famous tatted friends (like Swae Lee from Rae Sremmurd), and dropping a new Chipotle temporary tattoo flash sheet.
And fans SHOWED UP, resulting in Chipotle’s highest performing sales day in brand history.
Earning It
The Results
- #1Highest Performing Sales Day in Brand History
- #1Highest Viewed & Engaged IG Post (2025)
- 9.2BPR Impressions (2025)
- 102+MOwned Impressions (2025)
- $5MIncremental Sales (2026)
- 20.3BPress Impressions (2026)
