Chipotle is making its Celebrity Card accessible to brand superfans for the first time ever. The card, launched more than 20 years ago, has historically been available to athletes, artists, musicians or influencers, but from now through July 3, all fans can apply to be a card holder via LinkedIn Easy apply. As part of that application process, they’ll need to submit content that explains why they deserve a card in the “resume” section. Up to five winners will be selected and notified via email on July 12.
The card grants holders access to one free Chipotle meal per day and catering for up to 50 people during the year.
In a release, the company noted that “social media and the speed of culture” are redefining who is considered a celebrity, inspiring this campaign. No doubt, Chipotle has embraced influencer marketing from the local level to the professional athlete level and in between. During a recent interview for this year’s Power List, Chief Brand Officer Chris Brandt said, “We’re constantly looking for the intersection of culture and Chipotle, and sometimes those influencers might be it … People don’t hate advertising. They hate advertising that isn’t relevant to them. So, our quest is to always give them things that are relevant. If we do that, we’re much more of a welcomed guest than an intrusion.”
According to the company, its Celebrity Card is one of its most sought-after programs, with “thousands of requests” on social media, and therefore it fits that definition of relevance.
“There’s always been a special mystique around the Chipotle Celebrity Card. Given that the word 'celebrity' comes from 'celebrate,' we realized there is no group more deserving of a celebration than our everyday superfans,” Brandt said in a statement. “We are expanding on what it means to be a Chipotle celebrity and relaunching the program to deepen our connections with our most devoted guests."
Notably, Chipotle is leveraging LinkedIn for the campaign because Gen Z is the fastest-growing demographic on the platform.
Contact Alicia Kelso at [email protected]