• by Teresa Buyikian , September 18, 2024

Tortilla chips and salsa aren’t the only kind of "chips" involved in Chipotle’s latest customer contest.

Yesterday the chain launched the Chipotle Chip Challenge, a nine-week online competition in partnership with popular golf-themed Instagram Skratch and pro golfer Max Homa.

Chipotle is challenging golfing fans to submit their “best chip shot” via social media for a chance to win an assortment of prizes.

To enter, fans need to submit a video of their own chip shot to Skratch via a direct message or post the video to their own social channels such as Instagram, TikTok or X with #ChipotleChipChallenge and tagging @Chipotle and @Skratch in the copy. Entries are open until Oct. 11.

Customers may enter their chip shot in two categories: either “Recoveries,” for ‘classic chip shots, or “Backyard,” for the more creative chips, per the brand. Over the length of the challenge, Chipotle, Scratch, and Homa will select the top eight entries for each category, followed by Homa “playfully” roasting each submission via his social channels. These final eight will each receive a Chipotle gift card.

The contest is being promoted online with a new episode of Chipotle’s behind the scenes online video series “Unwrapped” featuring Homa. The video, seen here, depicts a day in the life of the champion golfer, showing his practice while his voiceover describes what it takes to make it on the pro level. He asks,” What am I going to eat tonight?” The answer, of course, is Chipotle. The video ends on the super “Real Food for Real Athletes.”

A fan vote will decide the ultimate winners in each category. The winners will receive free Chipotle for a year and an all-expenses paid trip for themselves and a guest to either the 2025 WM Phoenix Open in Scottsdale, Arizona, or The 2025 Players Championship in Ponte Vedra, Florida.