Chipotle Mexican Grill announced that on “Extra Day,” February 29, guac will not be extra for fans who use code EXTRA24 on digital orders placed exclusively on the Chipotle app and Chipotle.com. Chipotle is kicking off “Extra Day” celebrations early starting February 26, with a gamified scavenger hunt on Chipotle’s official Instagram account, which will reward 29 fans with free guac for a year.
In honor of the extra day in the 2024 calendar, Chipotle is building on its history of hiding keywords for free food in plain sight (see HERE, HERE) with the new “Extra Day, Extra Codes” promotion. Chipotle is challenging fans to uncover keywords hidden in its Instagram content leading up to “Extra Day” for a chance to win free guac for a year.
From Monday, February 26 through Wednesday, February 28, fans will be challenged to uncover 29 keywords hidden in the content and captions on @Chipotle on Instagram. Ten keywords will be available daily on February 26 and February 27, and nine keywords will be available on February 28.
The game begins at 9am PT each day. For each keyword, the 366th fan to text the keyword to 888222 will win free guac for a year from Chipotle. Three hundred and sixty-six represents the number of days in a Leap Year. Ordinary text and data rates will apply.
“Our guests understand that ‘guac is extra’ is not just a phrase, it’s a testament to the quality and freshness of our real food,” says Stephanie Perdue, Vice President of Brand Marketing. “There’s no better way to celebrate an additional day on the calendar than with our iconic guacamole not being extra.”
