Chipotle Giving Away $1M in Free Food During Super Bowl LX

Got story updates? Submit your updates here. ›

Chipotle announced it will be giving away $1 million worth of free food during Super Bowl LX instead of buying ad time this year. Fans can score a free entree by watching for a 30-second video Chipotle will post on Instagram Reels after halftime, with the first 100,000 people to claim a text-to-claim code receiving a free meal. Chipotle is also offering a customizable Game Day Nacho Hack on its digital menu from Thursday through Sunday.

Why it matters

Chipotle's decision to forgo a traditional Super Bowl ad in favor of a giveaway promotion is an interesting marketing strategy, as the big game is one of the most watched television events of the year. The free food offer and nacho hack could help drive engagement and sales for the burrito chain during the high-profile event.

The details

To claim a free entree, fans will need to watch for Chipotle's 30-second 'The Chipotle Realest 30' video on Instagram Reals after halftime and then quickly text the code shown in the video. The first 100,000 people to do so will receive a free meal. Chipotle is also offering a customizable Game Day Nacho Hack on its digital menu from Thursday through Sunday, allowing customers to build their own Super Bowl party nachos with chips, guacamole, salsa, queso, and a choice of steak or chicken.

• The Game Day Nacho Hack will be available on Chipotle's digital menu from Thursday, February 6 through Sunday, February 9.