In a continued push to captivate customers and boost brand engagement this summer, Chipotle is stepping up its marketing efforts with a unique twist: a limited-edition collection of temporary tattoos, set to be released on Friday, June 13.
This tattoo promotion comes on the heels of Chipotle’s recent surge in thematic campaigns, which have included special promotions for the NBA, NHL, and golf enthusiasts, as well as a summer giveaway for loyalty members. The fast-casual chain has also introduced its first new dip in five years—ensuring there’s never a dull moment for its fanbase.
Temporary Tattoos Inspired by Chipotle’s Iconic Branding
Taking inspiration from viral memes about people being “tatted like a Chipotle bag,” the tattoo collection will feature 13 exclusive temporary designs based on the brand’s most iconic elements. The designs will include representations of real ingredients, Chipotle’s signature black fork, the recognizable water cup, and even the popular “Chipotle is my life” slogan.
The tattoos will be available on June 13 from 3 to 4 p.m. local time at 13 select Chipotle locations. Guests who make an in-restaurant purchase during this window will receive one of the flash tattoo sheets while supplies last.
Buy-One-Get-One Deal for Tattoo Enthusiasts
As if the tattoo giveaway wasn’t enticing enough, Chipotle is also celebrating the tradition of Friday the 13th, a day historically linked with tattoo culture. Customers who have a permanent tattoo, temporary tattoo, or even a hand-drawn tattoo design can enjoy a buy-one-get-one free entrée at Chipotle from 3 to 4 p.m. on June 13.
The Friday the 13th Tattoo Tradition
The connection to Friday the 13th holds significant weight in tattoo culture, particularly because of the tradition that began in 2008. That year, Oliver Peck, co-owner of Elm Street Tattoo in Dallas, Texas, organized a massive tattoo event where he attempted to tattoo as many people as possible with the number 13. The event set a Guinness World Record, with 415 tattoos completed in a single 24-hour period.
To honor this long-standing tradition, Chipotle is aligning itself with the bold spirit of tattoos, specifically those who proudly display artwork reminiscent of the designs found on its takeout bags.
A Marketing Strategy for Summer Success
With a focus on ramping up its marketing efforts this summer, Chipotle is hoping to capture attention and keep its brand fresh in the minds of consumers. The company experienced a dip in traffic and sales earlier this year, prompting CEO Scott Boatwright to announce that summer promotions would be a top priority.
“Over the last couple of years, we’ve seen a step down in business during the summer,” Boatwright said during the company’s earnings call in April. “The team has come up with a plan that will reach consumers and keep us relevant with consumers more consistently throughout the summer.”
In an effort to do just that, Chipotle is investing heavily in digital activations, streaming partnerships, and social media campaigns, aiming for a more robust presence throughout the season.
Conclusion
Chipotle’s Friday the 13th tattoo promotion is a perfect blend of brand creativity and cultural relevance, offering fans a chance to participate in tattoo culture while enjoying the restaurant’s signature menu items. As the chain ramps up its marketing for the summer, promotions like this are likely to keep the brand top of mind for consumers—whether they’re indulging in burritos or sporting new ink.
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