A campaign by Chipotle for National Burrito Day resulted in the company achieving its highest sales and daily social media engagement ever. Every year, when National Burrito Day approaches, Chipotle organizes campaigns using popular trends like the metaverse to engage consumers. However, this year, the brand shifted back to old strategies and focused on a Twitter campaign inspired by its fans, which turned out to be a resounding success.

On April 6th, Chipotle launched a campaign on Twitter, releasing promotional codes for 10,000 free burritos and surprising users with an additional 500 codes. They also offered free delivery for orders over $10.

The promotional codes shared by Chipotle in a series of tweets ran out in less than a minute. Throughout the campaign, over 1 million SMS messages were sent, and Chipotle received over 150,000 social media messages from consumers requesting free burritos.

Chipotle stated that the main objective of the campaign was to drive consumer engagement and increase their loyalty to the brand. They are delighted to have achieved the highest level of interaction in company history.