Chipotle Mexican Grill is ramping up its partnership with Strava to launch its first-ever international fitness challenge.
The campaign challenges Strava users to tackle "Chipotle segments," portions of roads and trails where users can find friendly competition by chasing the fastest times on a leaderboard.
The challenge will be available in the top 25 cities where people "eat the most Chipotle." For the first time, the list of cities includes locations outside the U.S., such as London, Paris, and Toronto.
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The challenge will allow participants to compete for the chance to win free Lifestyle Bowls for a year, as well as free Chipotle for their city.
In a press release, Chipotle Chief Brand Officer Chris Brandt highlighted the immense power of "Chipotle segments" and the promise of free Chipotle, citing over 9.25 million miles logged by participants.
"After seeing the passion our fans had for the initial launch with Strava, we had to increase access to the competition and raise the stakes."
Throughout the month of January, athletes can compete for the fastest time on the leaderboard to achieve Local Legend Status (LCL), which will be awarded to whoever finishes the segment the most times.
Local Legends in each city will receive free Lifestyle Bowls for a year.
The campaign is a classic example of a well-planned and executed brand partnership.
By partnering with one of the world's most popular fitness apps in Strava, Chipotle is able to effectively position their Lifestyle Bowls as a meal to be taken after runs or workouts, reinforcing the menu items' pro-health message.
Chipotle For Every One
Chipotle's chef-created Lifestyle Bowls are designed to make healthy habits easier by providing delicious meals on the Chipotle app and website.
The range of digital exclusive menu items features bowls for every lifestyle, including Whole30, keto, paleo, gluten-free, grain-free, vegan, and vegetarian.
In addition to the city challenge on Strava, Chipotle will also celebrate "No Quitters Day" for the third year in a row to motivate and reward guests who sustain healthy habits.
This directly challenges "Quitters Day," the second Friday of January and the day when people are most likely to give up on their New Year's resolutions.
Fans who visit Chipotle’s special website can join the "Goals, Gym, Guac" text message community, which will send members instructions on how to get one of 50,000 free Lifestyle Bowls on January 10, 2025.
This isn’t Chipotle’s first time promoting healthy eating through its marketing.
The brand previously collaborated with NBA All-Star Anthony Edwards in a special commercial highlighting the positive impact of real food on athletic performance.
