Chipotle unveils Snapchat avocado AR campaign
Chipotle Mexican Grill has launched a fresh interactive campaign in partnership with Snapchat, blending augmented reality with real avocados to create an engaging experience in celebration of National Avocado Day. The promotion invites users to scan actual avocados using a bespoke Snapchat AR Lens, offering the chance to win a year’s worth of free guacamole.
Running until Wednesday, 30 July, the “AvoLotto Sweepstakes” can be accessed through Chipotle’s Snapchat profile. From there, users activate the AvoLotto Lens and use their device’s camera to scan a real avocado. Up to 1,000 participants each day, between 28 and 30 July, will be notified instantly via an on-screen message if they have won the guacamole prize. To claim the reward, winners must enter the provided code into their Chipotle Rewards account within five days of receiving it.
This campaign continues Chipotle’s exploration into augmented reality promotions. In a similar initiative during 2023, the restaurant chain used Snapchat to promote its Lifestyle Bowls, featuring an AR lens designed to encourage fitness routines and mindfulness activities inspired by Chipotle’s brand ethos.
To further celebrate National Avocado Day on Thursday, 31 July, Chipotle is offering an additional perk to its loyalty members. Customers can claim a free side or topping of guacamole by entering the promotional code AVO2025 when ordering a standard-priced main course through the official website or mobile app. This limited-time offer underscores the brand’s dedication to fresh ingredients and its growing reliance on digital engagement strategies.
Chipotle’s marketing team highlighted that authenticity was key in developing the AvoLotto campaign. The AR Lens has been engineered to recognise only real fruit, aligning with the brand’s commitment to using whole, natural ingredients in all its menu items. This requirement adds an extra layer of real-world interactivity and encourages fans to engage with the brand in a playful yet genuine manner.
In addition to the AR giveaway, Chipotle Rewards members are invited to take part in the ongoing “Summer of Extras” promotion, which continues until Sunday, 31 August. This campaign offers users the opportunity to earn bonus points, unlock exclusive badges, and enjoy other benefits by completing various monthly milestones. A tracking dashboard allows members to view their progress in comparison to others in their state, adding a gamified, community-driven element to the rewards programme.
Headquartered in Newport Beach, California, Chipotle Mexican Grill currently operates over 3,800 restaurants as of 30 June 2025. The company maintains a presence across Kuwait, Canada, the United States, France, the United Kingdom, Germany, and the United Arab Emirates. Notably, Chipotle is the only restaurant business of its size that owns and manages all of its locations throughout North America and Europe.
This collaboration with Snapchat reflects Chipotle’s continued push to merge technology and marketing in innovative ways. By linking real ingredients with digital platforms, the brand strengthens its identity as a forward-thinking, ingredient-conscious restaurant chain. Through such promotions, Chipotle not only amplifies awareness of National Avocado Day but also drives customer engagement across mobile and social channels, reinforcing its position in the evolving fast-casual dining landscape.
