That's the thinking behind a new national ad campaign by Venables Bell & Partners. Comprised of user-generated content from creators and brand superfans, “YourPotle” brings the brand's options home.

The impetus for the spot was a social meme that illustrated how much fans enjoy their unique Chipotle orders (here). The agency turned the feedback into a campaign, via linear, streaming, web and social placements.

The spot features the instrumental hit "Denial is a River" by Grammy winner Doechii.

Favorite creators include @blakesmunchies, @dylan.mcarthur, @gretchengeraghty and @janemukbangs.

“The primary objective for ‘YourPotle’ was to tap into the real, organic fan passion for the brand and highlight our completely customizable menu,” said Stephanie Perdue, vice president of brand marketing, Chipotle.

The ad's tag says it all: "There's only one perfect Chipolte order. Yours."

Venables Bell & Partners' client work includes Audi, Opendoor, Reebox and REI.

Chipoltle announced total 2024 revenue increased 14.6% to $11.3 billion, while comparable restaurant sales increased 7.4%.