September 16, 2024
Image Courtesy of Chipotle Mexican Grill
Why Did Chipotle’s Halloween Costumes Go Viral?
Chipotle is attracting widespread social media attention for its first collection of Halloween costumes in collaboration with Spirit Halloween.
The Spirit Halloween collection consists of bodysuits that are meant to resemble a Chipotle napkin, fork, water cup, burrito, and to-go bag. The range is available online and at select Spirit Halloween stores while supplies last, representing more of a publicity stunt rather than a revenue opportunity for Chipotle. Priced at $39.99, the costumes are fetching prices of up to $125 on eBay.
The idea for developing these costumes is rooted in a longtime social media trend in which users create fake Halloween costumes allegedly sold in Spirit Halloween’s recognizable packaging. Chipotle is the first brand to create meme-inspired costumes with Spirit Halloween.
For Chipotle, the journey to developing Halloween costumes started with the launch of its Boorito campaign in 2020, which initially involved a burrito-themed costume contest. In subsequent years, costumed guests on Halloween were treated to discounted meals at Chipotle restaurants.
In 2022, Chipotle posted an image of a fictional “Chipotle Fork” costume that was just a photo of one of the chain’s plastic black forks with the caption “Found ur costume.” Last year, another fake “Chipotle Napkin” costume idea showed a person posing in a head-to-toe tan bodysuit with the Chipotle logo stamped on the chest. Both efforts went viral across social media.
Chipotle’s posting in early September to X teasing the “Boorito” collection likewise drew another barrage of mostly favorable comments.
Fans on Instagram couldn’t get enough in the comments section, with many asking, “What the fork?”
“Chipotle, you really outdone yourself now,” one wrote. Another shared, “This made my day!!! Way to go once again @chipotle.”
“I wanna be foil wrapped,” another said.
“Yay! I hate this! ❤️” one commented.
This isn’t the first time Chipotle has turned online conversation into a real product. In 2022, it launched a lemonade-scented soy candle that looks like a water cup, poking fun at customers who fill up complimentary water cups with lemonade at the restaurant.
“Our popular Halloween tradition, Boorito, began with a burrito-themed costume contest and now we’re taking it to the next level with the launch of our first-ever costume collection in collaboration with Spirit Halloween,” said Chris Brandt, chief brand officer at Chipotle, in a statement. “In addition to these bodysuits, we will be treating fans to a scarily great offer next month.”
“We’re no strangers to memes at Spirit Halloween,” said Kym Sarkos, EVP at Spirit Halloween. “Year after year, we are blown away by the passion and creativity we see from fans sharing their take on popular Spirit Halloween memes — and we’re beyond thrilled to be teaming up with Chipotle to bring some of those creations to life.”
BrainTrust
Melissa Minkow
Director, Retail Strategy, CI&T
Mark Self
President and CEO, Vector Textiles
Allison McCabe
Director Retail Technology, enVista
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Discussion Questions
What lessons does Chipotle’s Boorito costume campaign with Spirit Halloween offer around executing social media campaigns?
Do you see ways to build on the Boorito event for 2025 Halloween or extend the concept to other seasonal events?
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They went viral in the sense that they generated a great deal of attention on social media. Why? Because they are funny, irreverent and novel, and they appeal to fans of Chipotle – of which there are many. This actually isn’t the first time Chipotle has showcased costumes, but the Spirit Halloween partnership takes it to a new level. It remains to be seen how commercial the lines are, but the real success is in the marketing and exposure rather than the sales of the costumes.
Agreed, Neil. Something Chipotle does better than anyone else is fan engagement on social media, and here they are taking it to real life. The real win for Chipotle is the marketing buzz the costumes will create.
The lesson, of course, is the value of scale: this remarkably fact free piece – “attracted widespread…attention”: really? – exists because we’ve already heard of Chipotle; Bayonne Bob’s Burittoteria could have launched a campaign just as clever and we’d likely never hear about it. (Hell, maybe they already have!) And the same goes for every other restaurant – or business, in general – that does battle against the big guys.
When Gen AI can predict this kind of uplift, it will have really achieved a milestone. I think the answer to why this one worked is “because”.
Why are Chipotle’s Halloween costumes going viral? Because Chipotle is in on the joke. Other brands might have ignored what was happening on social medias, or worse, be offended. Chipotle jumped right in and embraced it, creating costume contests and selling fake “we know that water cup is full of lemonade” candles. Chipotle’s brand is playful and responsive; that’s just part of the reasons people love it.
Fun, clever and light-hearted combined with some sorely needed humor. Best kind of brand recognition!
A massive part of marketing success is self-awareness and humor. Chipotle’s marketing team taps into those two elements masterfully and regularly. The brand brilliantly uses social listening to stay in touch with its customers and to understand their gripes and appreciation.
Another “proof point” confirming that creativity and some luck will equal social media success, almost always!
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They went viral in the sense that they generated a great deal of attention on social media. Why? Because they are funny, irreverent and novel, and they appeal to fans of Chipotle – of which there are many. This actually isn’t the first time Chipotle has showcased costumes, but the Spirit Halloween partnership takes it to a new level. It remains to be seen how commercial the lines are, but the real success is in the marketing and exposure rather than the sales of the costumes.
Agreed, Neil. Something Chipotle does better than anyone else is fan engagement on social media, and here they are taking it to real life. The real win for Chipotle is the marketing buzz the costumes will create.
The lesson, of course, is the value of scale: this remarkably fact free piece – “attracted widespread…attention”: really? – exists because we’ve already heard of Chipotle; Bayonne Bob’s Burittoteria could have launched a campaign just as clever and we’d likely never hear about it. (Hell, maybe they already have!) And the same goes for every other restaurant – or business, in general – that does battle against the big guys.
When Gen AI can predict this kind of uplift, it will have really achieved a milestone. I think the answer to why this one worked is “because”.
Why are Chipotle’s Halloween costumes going viral? Because Chipotle is in on the joke. Other brands might have ignored what was happening on social medias, or worse, be offended. Chipotle jumped right in and embraced it, creating costume contests and selling fake “we know that water cup is full of lemonade” candles. Chipotle’s brand is playful and responsive; that’s just part of the reasons people love it.
Fun, clever and light-hearted combined with some sorely needed humor. Best kind of brand recognition!
A massive part of marketing success is self-awareness and humor. Chipotle’s marketing team taps into those two elements masterfully and regularly. The brand brilliantly uses social listening to stay in touch with its customers and to understand their gripes and appreciation.
Another “proof point” confirming that creativity and some luck will equal social media success, almost always!