Mexican grill restaurant company Chipotle kicks off 2023 launching wellness-inspired AR Lens on Snapchat and a new lineup of its "Lifestyle Bowls." In an attempt to promote an individualistic approach to wellness as opposed to strict diet culture the “Chipotle x Snapchat Lens” will include exercises and meditation prompts through an augmented reality experience.
"We created seven new Lifestyle Bowls that embrace Gen Z and Millennials' modern interpretation of wellbeing," said Chris Brandt, Chief Marketing Officer, Chipotle.
The release cites research conducted by YPulse, which shows that 76% of 13-to-39-year-olds believe wellness is anything that makes you feel good, while 90% say wellness looks different for everyone.
Besides targeting its younger demographic, offering a variety of digital-only “Lifestyle Bowls” proves Chipotle’s consistency in the effort to promote its app and loyalty programs.
The restaurant chain has also previously given away 10,000 buy-one-get-one offers to Chipotle Rewards members during the NBA Finals, and released new menu items through a metaverse activation.
This marketing play on New Year’s Resolutions is a traditional branding strategy at the beginning of every year, especially when it comes to health and lifestyle changes. However, this is the first wellness-themed lens created by a restaurant brand.
It will be released on January 13, also known as “Quitter’s Day,” when most people officially give up on their New Year’s Resolutions.