Image Courtesy of Chipotle Mexican Grill
By Tom Ryan
Source: retailwire.com, September 2024
Chipotle is attracting widespread social media attention for its first collection of Halloween costumes in collaboration with Spirit Halloween.
The Spirit Halloween collection consists of bodysuits that are meant to resemble a Chipotle napkin, fork, water cup, burrito, and to-go bag. The range is available online and at select Spirit Halloween stores while supplies last, representing more of a publicity stunt rather than a revenue opportunity for Chipotle. Priced at $39.99, the costumes are fetching prices of up to $125 on eBay.
The idea for developing these costumes is rooted in a longtime social media trend in which users create fake Halloween costumes allegedly sold in Spirit Halloween’s recognizable packaging. Chipotle is the first brand to create meme-inspired costumes with Spirit Halloween.
For Chipotle, the journey to developing Halloween costumes started with the launch of its Boorito campaign in 2020, which initially involved a burrito-themed costume contest. In subsequent years, costumed guests on Halloween were treated to discounted meals at Chipotle restaurants.
In 2022, Chipotle posted an image of a fictional “Chipotle Fork” costume that was just a photo of one of the chain’s plastic black forks with the caption “Found ur costume.” Last year, another fake “Chipotle Napkin” costume idea showed a person posing in a head-to-toe tan bodysuit with the Chipotle logo stamped on the chest. Both efforts went viral across social media.
Chipotle’s posting in early September to X teasing the “Boorito” collection likewise drew another barrage of mostly favorable comments.
Fans on Instagram couldn’t get enough in the comments section, with many asking, “What the fork?”
“Chipotle, you really outdone yourself now,” one wrote. Another shared, “This made my day!!! Way to go once again @chipotle.”
“I wanna be foil wrapped,” another said.
“Yay! I hate this! ❤️” one commented.
This isn’t the first time Chipotle has turned online conversation into a real product. In 2022, it launched a lemonade-scented soy candle that looks like a water cup, poking fun at customers who fill up complimentary water cups with lemonade at the restaurant.
“Our popular Halloween tradition, Boorito, began with a burrito-themed costume contest and now we’re taking it to the next level with the launch of our first-ever costume collection in collaboration with Spirit Halloween,” said Chris Brandt, chief brand officer at Chipotle, in a statement. “In addition to these bodysuits, we will be treating fans to a scarily great offer next month.”
“We’re no strangers to memes at Spirit Halloween,” said Kym Sarkos, EVP at Spirit Halloween. “Year after year, we are blown away by the passion and creativity we see from fans sharing their take on popular Spirit Halloween memes — and we’re beyond thrilled to be teaming up with Chipotle to bring some of those creations to life.”
