Although mostly known for its made-to-order, customizable menu, Chipotle also offers a curated selection of pre-configured entrees. Among these, Lifestyle Bowls cater to specific dietary requirements, including Keto, Paleo, and Whole30, as well as offerings such as Balanced Macros and High Protein Bowls.

Awareness of Lifestyle Bowls among heavy Chipotle users was strong. However, the brief in 2024 was to broaden this awareness and increase sales by expanding our audience and reaching more of those who would benefit from meal options that offered a high level of convenience without compromising on nutrition or taste.

Our key objective was to reach a fitness-conscious audience and help them discover ‘Lifestyle Bowls’ at one of the over 3,300 Chipotle restaurants across the United States. The aim was to show them how the convenience of Chipotle’s locations and the benefits of Lifestyle Bowls could help fuel them in achieving their health and wellness goals.

Late December to Early January can be crowded with brands trying to get in on the New Year, New You conversation. However, by the second Friday, dubbed “Quitters Day,” many have moved on.

Chipotle seized this opportunity to showcase how Lifestyle Bowls are made for those committed to taking their Health and Wellness to the next level.

To directly connect with this audience, Chipotle partnered with the world's biggest community of athletes, Strava, and their fitness tracking mobile app.

Rebranding “Quitters Day” as “No Quitters Day,” Chipotle challenged Strava users to keep logging physical activity to earn free guacamole and the No Quitters badge. This was followed by the Chipotle Segment challenge where users competed to log the most miles on special Chipotle running segments in six key cities. Each segment ended at a Chipote where runners could discover the post work-out benefits of Lifestyle Bowls for themselves.

Chipotle Lifestyle Bowls are perfect for health-conscious urban consumers seeking convenient yet nutritious options. To effectively reach this demographic, Chipotle partnered with the world's largest community of athletes, leveraging their fitness tracking mobile app. Targeting users in six key cities, Chipotle created custom geolocated challenges embedded within the Strava app. These challenges seamlessly integrated into users' routines, encouraging engagement while helping them discover nearby Chipotle locations.

Using the native features of the app and tapping into the spirit of friendly competition within the community, Chipotle captured the audience's attention precisely at the post-workout moment when Lifestyle Bowls are most relevant. By incentivizing users for completing running routes that finished at a Chipotle, the brand effectively guided them to their nearest location. This strategic approach not only heightened convenience but also created a connection with health-conscious consumers, positioning Chipotle Lifestyle Bowls as a go-to choice for post-work out meals.

Chipotle partnered with Strava, leveraging its GPS and mapping tools to integrate the brand into consumer behaviors. Through these native tools they helped athletes navigate towards their goals and Chipotle locations.

By tapping into Stava features that allow users to map and share workouts, Chipotle collaborated with a creator to run routes in Manhattan forming a giant Chipotle logo and the motivational message "Don't Quit." These route maps, and videos of their creation, were shared on social media, highlighting the convenience of Chipotle locations along the way.

This content drove consumers to discover the Chipotle Segment Challenge. This challenge incentivized users to compete for a chance to win a year of free Lifestyle Bowls by completing the most miles on Chipotle Segments, each ending at a Chipotle location. This not only encouraged exploration of nearby Chipotle restaurants but also the chance to discover how Lifestyle Bowls support fitness goals.

As well as directly engaging with 190k participants, the campaign garnered over 700 million impressions, with outlets like Fast Company spotlighting the challenge's innovative approach to conquering January resolutions and emphasizing the message that Lifestyle Bowls could play a key role in achieving health and wellness goals.

The challenges energized fitness communities in the six featured cities, resulting in a collective 9.25 million miles logged, all leading runners directly to their local Chipotle and contributing to a 20% increase in Lifestyle Bowl sales.

Crucially, this activation expanded Lifestyle Bowls' reach to new consumers, guiding them directly to their local Chipotle while also solidifying Lifestyle Bowls reputation as a catalyst for achieving health and wellness goals.