Chipotle No Quitters Day

Chipotle, a popular choice for post-workout meals among athletes and gym-goers, had not previously engaged directly with this audience. In 2024, they planned reintroduced their “Lifestyle Bowls”, an often overlooked menu offering, designed to support health and wellness.

• Challenge: Successfully reintroduce an overlooked menu item and engage Chipotle’s athletic and wellness community.
• Insight: Quitters Day, the second Friday in January, marks when many people give up on their New Year's resolutions. Instead of shifting away from the "New Year, New You" theme, we saw it as an ideal opportunity to support our fans and help them build lasting healthy habits.

Showing up when fans need us most – We partnered with the world’s biggest athlete community, Strava, the world's largest athlete community, to challenge fans to defy Quitters Day with the help of Chipotle Lifestyle Bowls. We rebranded January 12 as No Quitters Day, offering free Lifestyle Bowls to those who ordered and launched Strava challenges with exclusive running routes that ended at Chipotle. In six major cities, top finishers won a year of free Lifestyle Bowls, and participants collectively ran 9.25 million miles—over 370 times around the globe.

We teamed up with a creator to map out a Strava route that formed a giant Chipotle logo across Manhattan and partnered with popular YouTuber Hank Green to explain the science of building healthy habits

• Results:
  • 190K Participants
  • 175 Press Mentions
  • 700 Million+ Impressions
  • 20%+ Increase in Lifestyle Bowl Sales
  • 9.25 Million Miles Run