Jan. 24, 2012
Chipotle is tossing its hat into the Super Bowl advertising juggernaut, with a bit of a twist.
The chain's U.S. outlets are offering half-off burrito boxes (6 or more burritos) for the event and also is launching a large print ad about the deal.
Burritos by the Box, which includes chips, salsa and guacamole, will be discounted to $4.30, from the regular price of $8.60. There is a limit of 100 burritos at half price, and orders of 50 or more burritos need to be placed 24 hours in advance.
According to the HuffingtonPost, the print ad dances around the NFL's restriction on the unauthorized use of the "Super Bowl" term, which is copyrighted, with text that says "The Super Big Internationally Televised Professional Football Bowl Game." The words "The," "Super," "Bowl" and "Game" are published in extra large typeface. (The ad can be seen here).
From the story:
"Quite simply, it's not a licensed NFL Super Bowl promotion," Chipotle spokesperson Chris Arnold told the Huffington Post. "So we wanted to build a promotion that would make sense and that our customers would find interesting in light of this cultural phenomenon that is happening on February 5th. But because it isn't an NFL-sponsored event, we can't use the term 'Super Bowl.'"
Read more about marketing and promotions.