Chipotle is offering free entrees during the Super Bowl

Chipotle will publish a 30-second Instagram Reel during the Super Bowl with a text-to-claim code, and the first 100,000 people who text the code can receive a free entrée.

Chipotle plans a one-time 30-second Instagram Reel called "The Chipotle Realest 30" to run during the Super Bowl. The Reel will include a text-to-claim code and Chipotle says the first 100,000 people who text the code can receive a free entrée. The clip is scheduled to post after halftime and before the third quarter, at a time when an AI-generated commercial is also airing. The company described the activation as linked to its emphasis on real ingredients without artificial colors, flavors or preservatives. Key details: - The promotion is a single 30-second Instagram Reel titled "The Chipotle Realest 30." - The first 100,000 fans who text the Reel’s code are reported to be eligible for a free entrée. - The Reel will be published after halftime and before the third quarter, coinciding with other Super Bowl ad activity that includes an AI-generated spot. - Chipotle introduced Game Day Nacho Hacks on February 5, available on digital platforms through the day of the Super Bowl. - Chipotle will bring back Chicken al Pastor as a limited-time protein starting February 10, with Chipotle Rewards members getting access on February 9 via the app, Chipotle.com and Chipotle.ca. - A financial literacy instructor, Alex Beene, commented that Chipotle’s growth has been strong but inflation has created challenges, and he noted the promotion could drive interest though its lasting impact is unknown. Summary: The promotion links a short social video to a limited free-offer and is timed to run between halftime and the third quarter. Chipotle will also roll out Game Day Nacho Hacks and return Chicken al Pastor with early access for Rewards members; whether the Super Bowl activation produces sustained business effects is undetermined at this time.