Marketing

Chipotle debuts 'OMG, Chipotle is my life' T-shirt, bowl

Provided

February 18, 2021

Chipotle Mexican Grill is teaming up with 12-year-old Roy Murray, also known as the "Chipotle Is My Life" kid, for a limited-edition apparel drop, including two shirts, as part of the Chipotle Goods collection. Murray became an internet sensation in 2014 when he famously exclaimed "OMG, I love Chipotle. Chipotle is My Life!" on camera.

The chain has also created the "Chipotle Is My Life" Bowl, which inspired Murray's famous reaction. It features double white rice, black beans, chicken, tomatillo-red salsa, roasted chili-corn salsa, sour cream and cheese.

"The phrase 'Chipotle is My Life' has become synonymous with love for the brand, and we're always looking for ways to tap into our passionate fan base to drive culture," Chipotle CMO Chris Brandt said in a company press release. "Our new collaboration with Roy pays homage to one of our first viral super fans and celebrates our 20 million Chipotle Rewards members."

In addition to the apparel collection and menu item, Murray is the newest recipient of the Chipotle Celebrity Card, which is given to a small, elite group of brand super fans and grants access to free Chipotle.

The "Omg I love chipotle by roy murray" sound is now available on TikTok, so fans have a chance to create their own version of the iconic video.

Chipotle has over 2,750 restaurants in the United States, Canada, the United Kingdom, France and Germany.