Chipotle has launched a UGC voting/sharing contest called Wrap What You Love. Inspired by the main creative advertising of the brand which features a solo burrito wrapped in tinfoil, the campaign asks fans {link no longer active} to wrap something they love in tinfoil, take a photo upload it to be eligible to win prizes. An online tool allows the user to goldify the tinfoil in their image. To vote, users must connect to Facebook while contestants compete to win weekly prizes like a 24K Chipotle Gold coin and free burrito cards with a $10,000 cash prize at the end. For each vote in the contest, Chipotle will contribute $1 to FamilyFarmed.org to help build its capacity to help local and sustainable food farmers. A 3-part video series {link no longer active} by crafting maven Amy Sedaris explains the best ways to use tinfoil to entertain, at the grill and to assist in flower arranging.
Chipotle Turns Silver Into Gold
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