Boorito header backup image

Welcome to the Booritoverse

Scroll
Reinventing a Tradition for Gen Z
The Challenge

Evolve a beloved tradition to create the next generation of Boorito fans.

Boorito fan 3 copy

An annual fan favorite, Boorito is an established Chipotle tradition for Millennials, but was mostly unknown to Gen Z.

So in 2021 — amidst a pandemic — we saw an opportunity to innovate and turn Boorito into the ultimate shared experience by bringing it into the metaverse, one of Gen Z’s favorite digital haunts.

We partnered with Roblox to be the first restaurant brand to open a virtual location on the platform, replicating the Chipotle in-store experience and building a spooky corn maze for fans to navigate and score prizes — including free burritos redeemable IRL!
CMG Boorito21 PR ASSETS v1 WEB CASE STUDY EDIT 2 2
Screen Shot 2022 12 11 at 1 30 01 PM

We helped fuel pre-launch excitement by engaging with Roblox leak social accounts.

Chipotle ig

Two days before launch, we dropped the announcement to drive awareness and build hype.

On launch day, within 3 minutes of going live, the masses flocked to the experience.

The game trended on Twitter twice and was tagged in countless TikToks — there wasn’t a corner of the internet it didn’t reach.

Earning It

Short award trophy
Boorito Ad Age
Shorty Awards_Bronze logo
Boorito Fast Co
Boorito The Drum
Boorito Elite Daily

Results

  • 0 M+
    Plays
  • 0 M+
    Unique Users
  • 0 B+
    PR Impressions
  • 0 B+
    Owned Impressions
  • 0 M+
    Owned Engagements
  • 0 K+
    Social Mentions
  • # 1
    Digital Ordering Day in Chipotle’s History