Chipotle Dresses Up as Scary Fast-Food Chain Cheapotle for Halloween

Flavor-injected chicken with decorative grill marks, anyone?

Headshot of Tim Nudd

Chipotle always has fun on Halloween with its annual Boorito fundraiser—offering a $3 burrito, bowl, salad or tacos from 5 p.m. until closing to those wearing costumes, with proceeds (up to $1 million) going to the brand's sustainable and healthy food foundation.

This year, the chain has added a spooky new requirement: To qualify for the Boorito deal, have to add an unnecessary ingredient to your costume—much as Chiptle's frightening rivals add unnecessary ingredients to their food.

The promotion is being advertised with the spot below, from production company/agency Piro, which worked on Chipotle's "Farmed and Dangerous" scripted satire last year, among other projects. In the amusing ad, a woman discovers what it would be like if Chipotle served traditional fast food rather than cooking by hand.

"Piro likes to present up to 40-50 loose ideas based on Chipotle's brief, which we discuss as a team, pulling out favorites and usually arriving at a new or modified idea to move forward with," says Tim Piper, director and founding partner at Piro. "In the case of this video, Chipotle wanted to depict what their line might look like if they used all the additives so many fast-food restaurants use."


Client: Chipotle

Chief Creative & Development Officer: Mark Crumpacker

Director Brand Marketing: Mark Shambura

Director of Advertising: Ryan Murrin

Brand Voice Lead: William Espy

Marketing Project Manager: Carly Atto

Brand Design Lead: Anna Tou

Production Company/Agency: Piro

Director: Tim Piper

Executive Producers: Daniel Rosenberg and Tim Piper

Producer: Josh Rothfeld

Production manager: Haley Papageorge

DP: Christophe Lanzenberg

Gaffer: Charlie McNamara 

Key Grip: Dave Araki 

Writers: Jeff Astrof, Tim Piper and Daniel Rosenberg

Production Designer: Matt Duncan

Propmaster: Jeff Monte

First AD: Mark Kaufman

Casting: Grande Morris

Post Producer: Michael Uys

Editor: Mike Feldman

Sound design and mixing: JD Heilbronner, Color

Music: Jordan Yaeger

Special FX: Matthew Lincoln & Perry Kroll

Colorist: Damien Vandercruyssen

Color Producer & Facility: Katie Andrews, C03

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 5, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT