Chipotle Mexican Grill is giving its iconic to-go bag a Big Ass upgrade. The limited-edition Big Ass Chipotle Bag is a larger-than-life take on a brand staple, created to celebrate Family Meals, Chipotle’s digital-exclusive group offering.
Chipotle’s limited-edition Big Ass Chipotle Bag is a larger-than-life take on the brand’s iconic to-go bag, created to celebrate Family Meals, its digital-exclusive group offering designed to serve four to six people.
How to Get a Big Ass Chipotle Bag
Beginning today, Chipotle will give Rewards members in the U.S. the chance to win a Big Ass Chipotle Bag through a multi-week digital sweepstakes. Each week, winners will be selected from Rewards members who purchase a Family Meal through the Chipotle app or Chipotle.com automatically entered for a chance to win.
The Biggest Bag in Chipotle History
A big meal called for a much bigger bag. With a 170-liter capacity, the Big Ass Chipotle Bag measures 36 inches wide, 24 inches tall and 12 inches deep.
“A Big Ass Meal deserves a Big Ass Bag,” said Fernando Machado, Chief Brand Officer at Chipotle. “We took one of the most recognizable parts of the Chipotle experience, gave it an outsized upgrade, and created something that’s impossible to miss. It’s fun, it’s ridiculous and it’s exactly the kind of thing we knew our fans would want to get their hands on.”
Chipotle for the Whole Crew
Previously known as Build-Your-Own Chipotle, Family Meals give groups everything they need to build their own Chipotle entrees. Guests can create bowls, tacos, salads, nachos and more with their choice of proteins, toppings and sides.
“Group occasions are a growing part of our business, and Family Meals give guests more ways to enjoy Chipotle together,” said Stephanie Perdue, Senior Vice President, Brand Marketing at Chipotle. “With enough food to serve four to six people, it’s a convenient option for dinner, game days and all the moments when everyone wants something a little different.”
At less than $10 per person, Family Meals offer abundant portions with convenient pickup or delivery. Guests can order through the Chipotle app, Chipotle.com or Chipotle.ca, with pickup available in as few as 10 minutes.
Behind the Big Ass Bag
The Big Ass Chipotle Bag will star in a new national advertising campaign, marking Chipotle’s first major work with agency partner GUT.
The campaign gives Chipotle’s iconic takeout bag a high-fashion treatment, pairing it with unexpected items including a trumpet, Christmas tree and Chipotle chair to emphasize its outsized proportions. The idea taps into the power of fandom, turning a familiar piece of packaging into a cultural artifact that fans can experience, share and keep long after their meal is over.
“The fun of this idea is how little explaining it needs,” said Ricky Casal, Chief Creative Officer at GUT Miami. “You see this ridiculously oversized Chipotle bag and immediately get the joke. We leaned into that simplicity, treating it like a luxury object and letting the scale do the storytelling.”
