Chipotle Will Turn Breaks in Super Bowl LIV Into TikTok Timeouts

The fast-casual chain enlisted several stars of the viral video app

TikTok stars will create content to go along with “Yummy” by Justin Bieber Chipotle

When the Kansas City Chiefs or San Francisco 49ers call a timeout during Super Bowl LIV and Fox cuts to a commercial, Chipotle will spring into action—on TikTok.

The fast-casual restaurant chain is running its TikTok Timeout campaign to promote Free Delivery Sundays in February on all orders of between $10 and $200 placed via its application or website on Sundays through Feb. 23.

During each commercial break after a team calls timeout, TikTok stars will create content to go along with “Yummy” by Justin Bieber.

Participating TikTok personalities include Greg Auerbach, Brittany Broski, David Dobrik, Avani Gregg, Zach King, Joshua Sadowski, Kyle Shaffer, Nick Uhas and Zahra.

UPDATED: Chipotle said the campaign reached a combined audience of over 95 million, generating more than 2.5 million engagements. It didn’t hurt that Bieber tweeted and posted two Instagram Stories just prior to kickoff.

Justin Bieber/Chipotle
Justin Bieber/Chipotle

Chipotle chief marketing officer Chris Brandt said in a release, “The second screen is essential to the modern-day football viewing experience for Generation Z. TikTok Timeout allows us to show up where our target audience is and optimize the entertainment value of the evening by delivering them fresh content featuring their favorite creators.” David Cohen is editor of Adweek's Social Pro Daily.