Daily Brief: 

• Chipotle Mexican Grill will dole out its coveted Celebrity Card, which grants cardholders one free meal per day for one year, to up to five fans on social media, according to a press release. 
• Now through July 3, Chipotle fans can apply to become a cardholder across TikTok, Instagram and X. To be eligible, applicants must share a piece of content explaining why they are deserving of a Celebrity Card and use the hashtag #CelebCardContest. 
• The promotion, which launched June 24, underscores social media’s growing role in defining celebrity. It was originally focused on LinkedIn, but was moved to other social platforms within a day following high demand, the company reported.

Dive Insight: 

Chipotle is giving a nod to social media’s role in redefining who is considered a celebrity by extending applications for the Celebrity Card, which has been issued for over two decades, to anyone on TikTok, X (formerly Twitter) and Instagram. The focus on social media could help build loyalty with a widespread range of consumers, including Gen Z.

The expansion of Chipotle’s Celebrity Card also reflects the fast casual chain’s focus on promotional activity at a time when consumers are concerned about high food prices. In Q1, successful promotions helped drive visits to Chipotle above the fast-casual industry average.

“We are expanding on what it means to be a Chipotle celebrity and relaunching the program to deepen our connections with our most devoted guests,” said Chris Brandt, chief brand officer at Chipotle, in a statement. 

From June 25 through July 3, consumers can apply for a Celebrity Card by sharing a piece of content that explains why they should be selected by Chipotle to become a cardholder. The content could range from a photo to a video or include a poem, essay, original song, artwork or other symbol of creativity. 

The Celebrity Card promotion was originally offered only on LinkedIn, via the job networking platform’s Easy Apply feature, when the effort launched on June 24. Following high demand, applications were extended to other social platforms “to increase accessibility for applicants,” per details shared by Chipotle. Applications that were submitted on LinkedIn on June 24 will still be counted as eligible entries. 

In total, up to five winners will be selected to receive a Celebrity Card and will be notified on July 12 via email. Cardholders will have access to one free Chipotle meal per day including chips, a side and drink for one year, along with one catering order for up to 50 people during the year. 

Chipotle issued its first Celebrity Card in 2003 after musician-turned-television-star Ozzy Osbourne praised the fast casual chain on his family’s reality television show. Since then, Chipotle has continued to dole out the card to notable superfans and has received thousands of requests for cards from consumers on social media, per release details. 

Finally making good on those requests, Chipotle’s move to activate across social platforms to offer the card could help it connect with its leading Gen Z fan base. The original move to activate on LinkedIn would likely have yielded a similar effect, as the the cohort currently represents the fastest-growing demographic on the platform, per LinkedIn data cited in the original materials.

Others have similarly looked to LinkedIn as the platform shores up fresh potential in areas like influencer marketing. In April, L’Oréal Paris launched the “Worth It Resume” campaign, which invited women to share stories of how setbacks can lead to success, by sharing resumes on LinkedIn created by brand ambassadors including Eva Longoria and Kate Winslet. In February, Olipop sought out a best friend duo to join the brand as “senior soda consultants” for its national tour, with applications for the position shared both online and via LinkedIn. 

The latest move from Chipotle follows a number of other marketing stunts geared toward the younger generation. In April, the chain again linked itself to the gaming community with the announcement of several activations tied to its status as an official partner of 2024 fighting game Tekken 8. Prior, the marketer sought to recruit Gen Z employees with behind-the-scenes social media content highlighting what it’s like to work at the chain.