Chipotle Goes Big with Bags in New Campaign Launch
Chipotle has placed a 3-foot-wide, 170-litre bag at the forefront of its latest campaign.
Launched on 13 October, “The Big Ass Chipotle Bag” serves as a bold fashion statement and a marketing strategy designed to promote the company’s family meal kits.
The initiative behind this campaign comes from Chipotle’s Chief Brand Officer, Fernando Machado, who says: “We took one of the most recognisable parts of the Chipotle experience, gave it an outsized upgrade and created something that’s impossible to miss. It’s fun, ridiculous and it’s exactly the kind of thing we knew our fans would want to get their hands on.”
Chipotle’s Rewards members across the U.S. will also have the opportunity to win their own ‘Big Ass Chipotle Bag’ through multi-week digital sweepstakes.
Enough Chipotle for everyone
“A Big Ass Meal deserves a Big Ass Bag,” says Fernando. The campaign will be advertised nationwide and will run across Out-Of-Home, social and digital channels.
Promoting Chipotle’s Family Meals, which gives groups everything they need like bowls, tacos, sides and more, the large bag’s release comes shortly after New York Fashion Week 2026 and seems to have been inspired.
The bag’s size is a subtle nod to the runway trend of oversized bags, embraced by high-end fashion brands like Chanel and reflects the creative mindset of Fernando too.
He adds: “This is a brand that’s very wholesome, that’s trying to do the right thing and wants to put a smile on people’s faces.”
It’s fun, ridiculous and it’s exactly the kind of thing we knew our fans would want to get their hands on.”
Chipotle’s iconic takeout bag has been upscaled and given high-fashion treatment with the campaign displaying what the bag is truly capable of fitting. As well as the brand’s family meals, the bag can also be paired with unexpected items like a traffic cone, a trumpet and a chair.
The campaign also marks Chipotle’s first major work with its agency partner GUT.
- Chipotle launched “The Big Ass Chipotle Bag” on 13 October, a 3-foot-wide, 170-litre version of its takeout bag designed to promote the company’s family meal kits.
- The bag arrives shortly after New York Fashion Week 2026 and nods to the runway trend for oversized bags embraced by high-end brands such as Chanel.
- The campaign will run across out-of-home, social and digital channels in the U.S. while Chipotle Rewards members can win their own bag through multi-week digital sweepstakes.
- This is the first major work with Chipotle’s agency partner GUT and Chief Brand Officer Fernando Machado describes the campaign as fun and joyful while staying true to the image the brand has already established.
- The campaign follows CEO Scott Boatwright’s “Recipe for Growth” strategy announced in February, which has seen restaurant sales rise in the first two quarters of 2026.
A recipe for growth
Fernando joined Chipotle as its Chief Brand Officer earlier this year in June and plans to push the boundaries of creativity for Chipotle while also retaining the food-and-ingredient ethos that is central to the brand’s distinctive voice in the restaurant sector.
His appointment came after Scott Boatwright, Chipotle’s CEO, announced a “Recipe for Growth” strategy in February.
The strategy involved accelerating menu innovations, further developing the brand’s messaging, strengthening restaurant operations as well as embracing AI more.
The strategy seems to be showing promising results – restaurant sales have risen for the first two quarters of 2026 and traffic has increased by a large percentage.
Who are Chipotle's Key Partners?
- GUT – GUT is an independent creative agency founded in 2019 by Anselmo Ramos, formerly of David Miami. Known for bold, attention-grabbing work, it has offices in Miami and Buenos Aires. The Big Ass Chipotle Bag is its first major Chipotle campaign.
- Uber Eats – Chipotle and Uber Eats announced a delivery partnership in March 2020, letting customers order through the Uber Eats app. Orders are prepared by Chipotle’s Delivery Kitchens with tamper-evident seals and the partnership has enabled national reach for the brand.
- DoorDash – DoorDash and Chipotle partnered in April 2018, making delivery available from over 1,500 restaurants. Weekly delivery orders rose 667% in the first weeks. In August 2018, DoorDash began powering delivery within Chipotle’s own app and website as the last-mile partner.
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Fernando Machado
Incoming Chief Brand Officer
