Suddenly, the fast-food chain bag is the go-to fashion item. Moments after McDonald’s launched its McCafé Tray Bag as the fashion accessory of the moment in Aus, Chipotle has upped the ante with its Big Ass Bag, a gigantic (1 metre wide) version of its take-out bag.
The launch is the first work by GUT and it promotes Chipotle’s Family Meals, designed to feed four to six people. The digital-exclusive menu option, is shareable, customisable and can be ready for pick-up in as little as 15 minutes. The 170-litre capacity bag is 1 metre wide, 60 centimetres tall and 30 centimetres deep.
“The fun of this idea is how little explaining it needs,” stated 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.”
“A Big Ass Meal deserves a Big Ass Bag,” added 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.”
The ad campaign is 100% designer collectible fashion, featuring cool young things and that vacant fashion-ad stare.
There’s also a video with a Pied Piper theme.
US Chipotle Rewards members who purchase a Family Meal through the company’s app or website will be entered automatically into a sweepstakes to win one of the bags, with winners selected weekly over several weeks.
Here’s McDonald’s entry into the fast-food bag trend:
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