Chipotle has a new ad, and it’s genuinely fun.
A stylish guy walks through the city carrying a Chipotle takeout bag the size of a suitcase. Three feet wide. Chipotle calls it, without blushing, the Big Ass Chipotle Bag. A crowd of very cool twenty-somethings falls in behind him like he’s the Pied Piper, and they all end up in the park for a Chipotle picnic.
Great attitude. Great swagger. And it’s selling something called the Family Meal.
The Family Meal feeds four to six people. It’s digital-only, and it costs less than ten dollars a person. Chipotle says group occasions are a growing part of its business. That’s the product, and it’s a smart one.
