Chipotle will goal Gen Z and millennial shoppers 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 food plan or in any other case undertake a more healthy life-style. To reap the benefits of such resolutions, Chipotle will goal Gen Z and millennial shoppers with a brand new AR Lens Snapchat and a lineup of “Way of life Bowls,” which might be obtainable by way of its digital menu. Designed to advertise wellness, the fast-casual restaurant chain’s Snapchat Lens will embody mediation prompts and workouts by way of 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 referred to as “Quitter’s Day,” when most individuals are prone 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,” 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 simply really feel good consuming.”
Focusing on Gen Z By way of 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. Additionally it is taking a lead by focusing on these youthful shoppers by way of social media.
“This can be a technology of digital natives, who had been raised on immediacy and personalization,” defined model advertising and marketing professional Scott Steinberg. “That is the viewers that actually expects the whole lot to be a swipe away.”
The marketing campaign can also make those that crave their huge burrito fixes really feel much less responsible for piling on the guacamole and bitter cream.
“That is actually 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 no less than making them appear to be 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’d go to a social media community to attach with this viewers, whereas on the similar time reminding customers {that a} personalized burrito or bowl could also be only a click on away.
“As an alternative of creating an overt advert, they’re making an attempt to make it a ‘worth add,'” stated Steinberg.
The AR marketing campaign can also be notable, even when Snapchat does 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, up to now, 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 might actually be emulated.”
The truth is, it’s seemingly that different meals chains might take a cue from the marketing campaign.
“Completely. We should always count on increasingly more meals purveyors to interact with an viewers on social media, and over time, that is going to turn into more and more commonplace,” Steinberg urged.
The difficulty is that as different eateries embrace these instruments, it might be more durable for them to face out.
“Chipotle was simply very good in regards to the timing as everyone is making an attempt to consider wellness, particularly originally of the New Yr,” Steinberg added. “Bonus factors in the event that they promote extra burritos within the course of!”
