Chipotle Mexican Grill expanded its summer marketing efforts by launching an augmented reality (AR) lens on Snapchat to promote National Avocado Day, which took place on July 31.
From July 28 to 30, users could scan real avocados using the AvoLotto Lens on Snapchat for a chance to win free guacamole for a year. Up to 3,000 participants won this prize. On National Avocado Day, Chipotle Rewards members were eligible to receive a free guacamole side or topping with the purchase of a regular-priced entree.
This activation is part of Chipotle’s broader strategy to increase engagement during the summer, a period marked by declining sales. To support this goal, the brand is also running its “Summer of Extras” promotion through August 31, where members can earn extra rewards points, exclusive badges, and track their performance against others in their state.
Chipotle’s marketing push includes doubling spending on social media and streaming advertising. Despite a 4% decline in same-store sales in Q2 2025, marketing expenses increased to 2.7% of sales, up about 60 basis points year-over-year. The company expects maintaining higher marketing investments through Q3 and into the fall.
Snapchat remains a key platform for Chipotle’s digital campaigns, leveraging AR features that have attracted advertisers. Snapchat reported $1.36 billion in revenue in Q1 2025, driven by direct-response advertising solutions.