Chipotle partners with Avocados from Peru to offer free guac

From The Packer | 27 July 2023

Overview of avocados from Mexico and Peru in the U.S. market, complemented by charts from Agronometrics. Original published on July 26, 2023. 

Avocado fans will have something extra to celebrate this National Avocado Day, July 31, as Chipotle Mexican Grill and Avocados from Peru have partnered to offer Chipotle Rewards members free guacamole.

Hand-mashed each morning with six real, fresh ingredients including ripe hass avocados, citrus juice, hand-chopped cilantro, red onion, jalapeño and kosher salt, Chipotle’s guacamole is set to take center stage on National Avocado Day as the restaurant offers its rewards members free guacamole on the side or on top of any entrée purchase on July 31, when they use the digital-only promo code “AVO2023” at checkout on the Chipotle app, Chipotle.com and Chipotle.ca.

“This is exciting because it’s the first time Avocados from Peru is partnering nationally with Chipotle — the largest foodservice user of avocados in the world — to give avocado consumers free guacamole made with avocados from Peru,” Xavier Equihua, president and CEO of the Peruvian Avocado Commission, told The Packer. “It’s also important to note that most of the guacamole sold at Chipotle in the U.S. at this time of year is made with avocados from Peru.”

avocado volumes by origi 11

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

As part of campaign, the Newport Beach, Calif.-based Chipotle is also giving its rewards members a chance to win two free tickets to the most hyped concerts of the summer via Chipotle’s “Get In The Pit” promotion on Instagram’s new app, Threads, on July 31.

“National Avocado Day, one of our most popular ‘Chipotdays,’ has long given our fans something extra to celebrate on July 31,” Chris Brandt, Chipotle chief brand officer, said in a news release. “We’re excited to continue the tradition this year by offering free concerts and fresh, hand-mashed guac to our fans.”

On July 31, from 10 a.m.  to 10 p.m. E.T., Chipotle plans to drop text-to-win codes via posts from @chipotle on Threads every hour at the top of the hour.

The 1,000th fan to text the designated code to 888222 every hour will receive a pair of tickets to a concert or music festival of their choice for a total of 13 winners and their plus-ones.

Threads, the new social media platform from Instagram, has become one of the fastest growing apps ever, according to Time magazine. In just three weeks since launching, Chipotle says it has nearly 100,000 followers and is the first major restaurant brand to host a sweepstakes on the platform.

“Chipotle knows its 35 million-plus rewards members are largely the Gen Z to millennial demographic, and they know they communicate digitally,” Equihua said. “So, it’s also exciting that Chipotle picked Avocados from Peru to partner with on its strategic Threads social media sweepstakes.”

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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