• by Teresa Buyikian , 4 hours ago

Chipotle is again tapping popular content creators to help promote the return of a fan-favorite protein just in time for football season.

The brand’s smoked brisket, originally on menus in 2021 with periodic reappearances, returns to the chain beginning Nov. 5.  The brisket is seasoned with spices including smoked serrano and chipotle chili peppers, then smoked over mesquite wood.  

“We're bringing guests a responsibly sourced brisket that delivers big flavor and lives up to our industry-leading ‘Food with Integrity’ standards,” said Stephanie Perdue, senior vice president, brand marketing. “Bringing it back in the heart of football season gives fans one more reason to make Chipotle part of their game-day lineup.”

The brand also again looked to popular food content creators and reality celebs to promote the brisket’s return, including Max Greb (Max the Meat Guy) and Newton Nguyen (Newt), along with “Love Island” reality star Carl Schmidt. The trio appear in a new ads, such as seen here, where they’re shown prepping the brisket alongside Chipotle team members.

The new ads, created with agency partner Kids, is a continuation of Chipotle’s 100 Creators effort, which began its rollout earlier this year. The campaign shot 100 creators at over 50 Chipotle locations worldwide, producing more than 345 hours of raw footage.