Chipotle Napkin Holder
Car mukbangers, meet your new BFF.
about the project
Chipotle is known for transforming quirky fan truths/behaviors into limited-edition products, like the Cilantro Soap and Lemonade-scented “Water” cup candle.
- Challenge: Continue to make Chipotle consumers feel seen and valued by acknowledging their unique habits.
- Insight: In 2023, when TikTok car mukbangs were really trending, we tapped into the ultimate fan truth: Everyone steals Chipotle napkins. From mukbangs to office lunches, if you walk into a Chipotle, you’re likely walking out with a fat stack.
solution & results
Instead of discouraging this behavior, we embraced it by introducing something fans didn’t even know they needed: The Chipotle Napkin Holder – a sustainable, vegan cactus leather sun visor, which sold out within an hour, giving fans a new way to indulge their napkin obsession.
For launch, we partnered with the queen of mukbangs, Shari Dyonne. She went live for 20 minutes on Chipotle’s TikTok account, filming a mukbang with her go-to Chipotle order, showing off her brand new Chipotle Napkin Holder and gifting Napkin Holders to lucky fans in the comments.
- Results:
- Chipotle’s #1 highest viewed and engaged Instagram post in 2023 with zero paid or boosting support
- 627 Million PR Impressions
- 23.6 Million Owned Impressions
- 1.1 Million+ Owned Engagements
- Sold out in 55 minutes
- Resold on eBay for a 230% markup
