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Chipotle's #GuacDance dominates TikTok

The TikTok challenge, #GuacDance, was inspired by Dr. Jean's viral guac song and is TikTok's highest performing branded challenge to run in the U.S. The campaign drove over 250,000 video submissions.

August 2, 2019

Chipotle Mexican Grill's National Avocado Day was a smashing success. Its TikTok challenge — #GuacDance — which invited customers to post videos on TikTok, was the video site's highest-performing branded challenge to run in the U.S., according to a company press release. The campaign drove over 250,000 video submissions, which received 430 million video starts during its six-day run.

The promotion also resulted in Chipotle's biggest guac day in history, with employees serving 802,000 sides of guac Wednesday. Chipotle used an additional 7,500 cases, roughly 187,500 pounds of avocados, to meet the demand of the holiday. In total, that's 18,500 cases, over 420,000 pounds of avocados, just on National Avocado Day.

"We were blown away by the passion people have for our guac and the enthusiasm for National Avocado Day," CMO Chris Brandt said in the release. "The overwhelmingly positive responses, as seen in both our digital orders and the 430 million #GuacDance TikTok videos, confirm our fans' real appreciation for Chipotle's handmade guac."