Chipotle Mexican Grill announced that, as part of its new “My Chipotle” advertising campaign, it will pay one winner $10,000 for their ad submission and may put the winner’s favorite food combination on its menu. Chipotle launched the user-generated campaign in May.

“When we launched the My Chipotle campaign, our intention was to harness the power of our most loyal fans and to empower them as messengers for Chipotle,” says Mark Crumpacker, chief marketing officer of Chipotle. “While we have received hundreds of submissions and registered thousands of users at the My Chipotle website, we wanted our customers to know how much we appreciate their contributions to the campaign by giving them an opportunity to be rewarded for their best submissions.”

Winners will be determined by a panel of Chipotle marketing staff and the company’s advertising agency based on how well they discuss Chipotle menu items while remaining consistent with the company’s values and image. Chipotle will announce winners August 26.

The first prize winner will receive $10,000 and may have their burrito added to the Chipotle menu for a limited time. Second prize is $5,000 and a party at a local Chipotle restaurant for 50 people, and third prize will be burritos for a year (amounting to one burrito a week for a year.) Additional prizes will also be awarded.