Chipotle will goal Gen Z and millennial customers with a brand new AR Lens Snapchat and a lineup of … [+]
The New Yr is often when many Individuals will attempt to begin a brand new weight loss plan or in any other case undertake a more healthy way of life. To make the most of such resolutions, Chipotle will goal Gen Z and millennial customers with a brand new AR Lens Snapchat and a lineup of “Life-style Bowls,” which can be accessible through its digital menu. Designed to advertise wellness, the fast-casual restaurant chain’s Snapchat Lens will embrace mediation prompts and workouts through an augmented actuality (AR) expertise.
It’s the first wellness-themed lens to be produced by a restaurant model – and Chipotle will reward 100,000 of the lens customers with free guacamole. The AR lens will launch on January 13, also called “Quitter’s Day,” when most individuals are more likely to forfeit their New Yr’s resolutions.
“We created seven new Life-style Bowls that embrace Gen Z and Millennials’ trendy interpretation of wellbeing,” stated Chris Brandt, chief advertising and marketing officer at Chipotle. “We’re making new 12 months’s resolutions enjoyable by gamifying the expertise and providing balanced meals made with actual substances that you just really feel good consuming.”
Focusing on Gen Z By way of Social Media
The fast-casual model is embracing how youthful Individuals at the moment are redefining wellness the place there was a shift away from weight loss plan tradition and as a substitute follows individualized, holistic interpretations. It’s also taking a lead by focusing on these youthful customers through social media.
“This can be a era of digital natives, who had been raised on immediacy and personalization,” defined model advertising and marketing knowledgeable Scott Steinberg. “That is the viewers that actually expects all the things to be a swipe away.”
The marketing campaign might also make those that crave their large burrito fixes really feel much less responsible for piling on the guacamole and bitter cream.
“That is actually the era that’s hyper-aware of what they’re placing of their our bodies,” added Steinberg. “Chipotle is creating more healthy meals choices or at the least making them look like a more healthy choice to a burger and a shake. They’re additionally creating train choices to work off these energy.”
It additional is sensible they’d go to a social media community to attach with this viewers, whereas on the identical time reminding customers {that a} custom-made burrito or bowl could also be only a click on away.
“As an alternative of creating an overt advert, they’re attempting to make it a ‘worth add,'” stated Steinberg.
The AR marketing campaign can also be notable, even when Snapchat would not fairly have the attain of different social media platforms.
“Whereas Snapchat has been overshadowed by TikTok, it nonetheless has a really important Gen Z person base,” stated social media analyst Greg Sterling, co-founder of Close to Media.
“The 2 apps aren’t mutually unique,” Sterling continued. “Snapchat lenses have confirmed to be, previously, extraordinarily efficient promotional instruments. This one additionally seems promising. And the free guac is actually an incentive to make use of it. If it breaks out, it could actually be emulated.”
The truth is, it’s possible that different meals chains might take a cue from the marketing campaign.
“Completely. We should always anticipate increasingly meals purveyors to have interaction with an viewers on social media, and over time, that is going to grow to be more and more commonplace,” Steinberg instructed.
The problem is that as different eateries embrace these instruments, it could possibly be tougher for them to face out.
“Chipotle was simply very sensible in regards to the timing as all people is attempting to consider wellness, particularly firstly of the New Yr,” Steinberg added. “Bonus factors in the event that they promote extra burritos within the course of!”
