Chipotle BOOrito
Chipotle fans look forward to the Boorito event every Halloween. See how the event was brought to life with spooky, personified food!
Let's BOO This Thing
Chipotle’s annual BOOrito event is a Halloween tradition where customers come dressed up in a costume to a Chipotle restaurant to buy an entree at a reduced cost. Additionally, Chipotle would donate the proceeds from the BOOrito event to the Chipotle Cultivate Foundation – a nonprofit organization dedicated to helping create a more sustainable food system.
Chipotle and Day One Agency reached out to have us create a unique collection of Halloween food mascot characters to promote the BOOrito event. Chipotle menu items were used to create these spooky, food-based BOOrito mascots, such as the Chip Bag Ghost, Guacenstein, and Burrito Mummy. These characters were recently brought into a Chipotle Roblox promotion for BOOrito. They were an iconic part of the Chipotle BOOrito experience and a favorite amongst its customers.
Burrito Mummy
Chip Bag Ghost
Burrito Bowl Monster
Guacenstein
Saucy Devil
Food Mascots For a Spooky Season
BOOrito Brought to Life
Chipotle Mexican Grill has gotten more creative with their BOOrito event over the years. They have introduced new food characters to the mix to help promote the annual event. The Halloween-themed food mascots are made up of the fresh ingredients found at Chipotle and are designed to be spooky, fun, and memorable. They truly bring the Chipotle meal to life and are perfect additions for a virtual BOOrito event. Due to Covid restrictions, the real-life costume discount celebration has been taken online into the massively popular online game – Roblox.
BOOrito Comes to Roblox
Food Mascot Dress-Up
Chipotle integrated their new BOOrito food characters into a new BOOrito Maze partnership with the ever-popular Roblox. A highly-detailed virtual version of a Chipotle restaurant was built. To bring the Halloween theme home, they integrated a dynamic corn maze filled with fresh virtual ingredients that mirrored the ones Chipotle actually serves. Users were invited to visit the restaurant in virtual BOOrito costumes to receive a code they could redeem for a free burrito in real life. Users could collect additional virtual prizes by racing through the BOOrito Maze. Within three minutes of the BOOrito Roblox opening, users flooded the virtual restaurant, and Roblox crashed. This viral rumor that Chipotle’s Boorito experience caused a global outage on the platform. All told, Chipotle’s Boorito was visited over 8 million times by Roblox players and resulted in over 3.5M+ unique plays.
Concepts vs. Final Art
Food in Halloween Costumes
Flavorful Food Mascot Design
The creation of Chipotle’s BOOrito characters essentially began as napkin sketches. They were brought to life using real Chipotle food photography and a touch of artistry. The end result were five unique, spooky food mascots that embody Chipotle’s food, brand, and light-hearted culture. With the simple yet effective approach of using animated GIFs, the BOOrito characters were used mainly on their website and in social media ad campaigns. The BOOrito Halloween characters are now a beloved part of the Chipotle’s BOOrito identity and a great example of how a simple sketch of fun food can be transformed into real-world engagement.