• by Teresa Buyikian , 2 hours ago

Chipotle’s famous brown paper to-go bag is getting a huge glow-up, with emphasis on the “huge,” to accommodate its new family meals.

The Mexican fast casual has released the limited edition Big Ass Chipotle Bag, an upsized version of the original, except this one has a 170-liter capacity and is 36 inches wide, 24 inches tall and 12 inches deep. The bag -- still brown paper, though with age markings that make it look like leather -- is big enough to fit the brand’s Family Meals, which were previously known as  the “Build-Your-Own” digital-only option.

The bag is promoted via the brand’s socials with a new spot, seen here. Created with Gut, the ad depicts fashionable young man walking around a city with the Big Ass Bag to the soundtrack of “Big Poppa” by The Notorious B.I.G. As he gains a following, he stops at a park, unloading the Family Meal from the oversized bag to feed his followers, along with a huge tuba and a dog, to illustrate the bag’s large size.

"A big ass meal deserves a Big Ass Bag," said Fernando Machado, Chief Brand Officer at Chipotle. "We took one of the most recognizable parts of the Chipotle experience, gave it an outsized upgrade, and created something that's impossible to miss. It's fun, it's ridiculous and it's exactly the kind of thing we knew our fans would want to get their hands on."

Chipotle Rewards members will be entered for a weekly chance to win the Big Ass Bag by purchasing the Family Meal through the Chipotle app or via Chipotle.com through Nov. 10.

The digital-only Family Meal gives customers the ability to create bowls, tacos, salads and nachos with their choice of proteins, toppings and sides at home for less than $10 per person.

“Group occasions are a growing part of our business, and Family Meals give guests more ways to enjoy Chipotle together,” said Stephanie Perdue, senior vice president, brand marketing at Chipotle.