Chipotle will goal Gen Z and millennial customers with a brand new AR Lens Snapchat and a lineup of … [+]
The New Yr is usually when many Individuals will attempt to begin a brand new food plan or in any other case undertake a more healthy life-style. To benefit from such resolutions, Chipotle will goal Gen Z and millennial customers with a brand new AR Lens Snapchat and a lineup of “Way of life Bowls,” which can be obtainable through its digital menu. Designed to advertise wellness, the fast-casual restaurant chain’s Snapchat Lens will embrace mediation prompts and workout routines 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, often known as “Quitter’s Day,” when most individuals are more likely to forfeit their New Yr’s resolutions.
“We created seven new Way of life Bowls that embrace Gen Z and Millennials’ fashionable interpretation of wellbeing,” mentioned Chris Brandt, chief advertising 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.”
Concentrating on Gen Z Through Social Media
The fast-casual model is embracing how youthful Individuals are actually redefining wellness the place there was a shift away from food plan tradition and as an alternative follows individualized, holistic interpretations. It’s also taking a lead by focusing on these youthful customers through social media.
“It is a technology of digital natives, who had been raised on immediacy and personalization,” defined model advertising skilled Scott Steinberg. “That is the viewers that actually expects all the things to be a swipe away.”
The marketing campaign may make those that crave their large burrito fixes really feel much less responsible for piling on the guacamole and bitter cream.
“That is definitely the technology 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 very 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 smart they might 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 a substitute of creating an overt advert, they’re making an attempt to make it a ‘worth add,'” mentioned Steinberg.
The AR marketing campaign can 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 vital Gen Z consumer base,” mentioned 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 to be promising. And the free guac is definitely an incentive to make use of it. If it breaks out, it might definitely be emulated.”
Actually, it’s probably that different meals chains may take a cue from the marketing campaign.
“Completely. We should always anticipate an increasing number of meals purveyors to have interaction with an viewers on social media, and over time, that is going to change into more and more commonplace,” Steinberg prompt.
The difficulty is that as different eateries embrace these instruments, it may very well be more durable for them to face out.
“Chipotle was simply very good concerning the timing as all people is making an attempt to consider wellness, particularly at first of the New Yr,” Steinberg added. “Bonus factors in the event that they promote extra burritos within the course of!”
