#ChipotleLidFlip Challenge

Chipotle is an American fast food chain that specializes in tacos and burritos that are made to order in front of the customer.

What was the #ChipotleLidFlip Challenge?

When Chipotle analyzed their data, they found most of their delivery orders came from Gen Z. To drive good engagement beyond the transaction, they decided TikTok would be a great platform to reach this audience. And with Cinco de Mayo coming up, they could also spread awareness of free delivery for digital orders for the holiday.

That inspired the #ChipotleLidFlip challenge. They worked with content creator David Dobrik to encourage users to record themselves flipping a burrito bowl, and adding their own spin on it.

#ChipotleLidFlip Challenge

The Results

- The hashtag #ChipotleLidFlip has 329.2 million views to date (as of June 24, 2022).

- The TikTok campaign ended up driving loads of Chipotle app downloads and delivery orders, especially from a Gen Z audience

Why the #ChipotleLidFlip TikTok Campaign Worked

- Chipotle leveraged data to understand who was driving their delivery orders.

- Then they strategically chose TikTok to drive engagement because a lot of Gen Z is on TikTok.

- They partnered with very popular creators like David Dobrik, which allowed Chipotle to tap into large follower bases, especially younger audiences like Gen Z.

Source: AdAge

Sample TikTok Post
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