Chipotle
Chipotle built a TikTok challenge around Dr. Jean's "Guacamole Song" for National Avocado Day 2019, asking people to post their guacamole dance. It ran six days and became, at the time, the highest-performing branded challenge TikTok had run in the United States.
- Video submissions
- 250,000
- Video starts
- ~430 million
- Sides of guacamole served
- 802,000
- Avocado usage
- +68%
What happened
What makes this a useful case rather than a vanity metric is that the campaign had a hard commercial endpoint on a fixed date: free guacamole on 31 July. The challenge generated attention; the offer converted it, and the conversion was countable at the till.
Chipotle's own newsroom reported the outcome: 250,000 video submissions, roughly 430 million video starts, and the biggest guacamole day in the company's history at more than 802,000 sides served. Avocado usage rose 68% to 18,500 cases.
Campaign details
- Campaign
- #GuacDance
- Launched
- 2019
- Sector
- Food & beverage
- Platforms
- TikTok
Creators involved
- Brent Rivera
- Loren Gray
What to take from it
Pair the reach mechanic with a dated offer. The challenge is what people see; the deadline is what makes them act.
Sources
-
Chipotle's National Avocado Day Celebrations Smash Records
Chipotle newsroom -
Chipotle smashes TikTok records with #GuacDance challenge
Marketing Dive