In a move to promote healthy eating habits, Chipotle has announced it is kicking off 2023 with the launch of a new wellness-inspired AR (augmented reality) Lens on Snapchat, as well as a new lineup of Lifestyle Bowls.
Chipotle’s wellness-oriented Snap AR experience aims to encourage fans to move their bodies and calm their minds with Chipotle-inspired exercises and meditation prompts, the company says.
The lens will officially launch on Friday, January 13 (which is also known as “Quitter’s Day,” the day people are most likely to forfeit new year's resolutions.)
The first 100,000 fans in the U.S. who complete the Snapchat challenges will earn a promo code for a free small side or topping of guacamole. The activation will mark the first time a restaurant brand will promote physical activity and wellness through an AR Lens on Snapchat.
As for its new line of Lifestyle Bowls, Chipotle says it is “meeting guests where they are in their daily routines.”
According to a recent trends report, Millennial and Gen Z consumers think about health and diet culture differently, allowing for a wider definition of which lifestyles are healthy and which are not, with 76% of 13 to 39 year olds agreeing that wellness can be anything that makes you feel good.
Furthermore, 90% of young people believe wellness looks different for everyone.
“We created seven new Lifestyle Bowls that embrace Gen Z and Millennials' modern interpretation of wellbeing,” says Chris Brandt, chief marketing officer at Chipotle, adding that the company is attempting to make new year’s resolutions fun by gamifying the experience.Lifestyle Bowls are digital exclusive menu items available in the US and Canada.