Chipotle launches dual limited-time menu items with creator-led ads

Chipotle Mexican Grill has launched two limited-time menu items simultaneously for the first time in its history, introducing reformulated Pollo Asado and new Chili Lime Chips on August 31. The dual launch is accompanied by a major marketing campaign that handed creative control to 100 content creators, marking a significant shift in the brand's advertising approach. The new menu items are available in the U.S. and Canada. Pollo Asado, a returning favorite, features grilled adobo chicken seasoned with garlic, Mexican spices, and hand-cut cilantro, finished with citrus and lime. The Chili Lime Chips, a new offering, were inspired by a viral customer trend of pairing packaged seasoned chips with Chipotle meals. The company noted that social media mentions of this practice have increased more than 1,500% since 2022, with related content generating approximately 96 million engagements on TikTok and Instagram. The chips will be available exclusively to Chipotle Rewards members through digital orders starting August 31, before rolling out to all customers on September 4.