CHALLENGE

Stay relevant among Gen Z as kids that grew up with Chipotle moved out and made their own buying decisions.

APPROACH

• Revamped Student Brand Manager program with new comp models and campaigns.

• Partnered with Target, Barnes & Noble, and Her Campus Media for nationwide activations.

• Integrated contests, social campaigns, and ambassador events.

RESULTS

• 400% campus program expansion (125 → 500+ universities)

• Significant database and loyalty growth among Gen Z

• Cemented Chipotle’s presence with student communities