Chipotle
Irresistibly Bold

In 2025, Chipotle introduced a new, limited-edition sauce to its menu: Red Chimichurri. Unlike the brand’s more umami sauces (guac, queso), red chimichurri brought a new bright, bold flavor to the menu.

To highlight its irresistible qualities and announce red chimichurri to the world, we created a high-production social campaign — complete with robotic burrito arm.

Results: 200K Engagements, 7.5M Impressions — and an endless stream of comments, to this day, from fans asking for red chimichurri back on the menu.

Role: Creative Director