Chipotle Burrito Builder
Open the game- Brand
- Chipotle
- Year
- 2022
- Objective
- Loyalty
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- In-Game
- Agency
- Foxtel Media
Objective
Chipotle aimed to engage Gen Z and Alpha audiences on Roblox while driving real-world sales during National Burrito Day (April 7, 2022). The campaign introduced a playable experience that bridged virtual entertainment with tangible product redemption—first-of-its-kind on the platform—positioning Chipotle as a leader in metaverse food marketing and building brand affinity among mobile-first audiences.
Solution
Developed a 90s-themed burrito-rolling simulation where players drag ingredients to construct virtual burritos and earn in-game currency called 'Burrito Bucks.' Players could exchange accumulated Burrito Bucks for redeemable codes for real Chipotle entrées, with the first 100,000 successful players receiving free burrito codes. The experience launched on Roblox on National Burrito Day (April 7, 2022). Promotion centered on Roblox influencers—KreekCraft, Sketch, and SharkBlox—to amplify reach among Gen Z and Alpha gamers. Created by Super League and Day One Agency, with Super League providing in-house development and platform integration.
