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Chipotle Puts Super Bowl Budget Into $1 Million Giveaway With Post-Halftime Instagram Code Drop

The chain is skipping a TV commercial to deliver a real-time offer that underscores its "real ingredients" stance against AI ads.

In lieu of airing a commercial during the big game, Chipotle will spotlight its real value proposition with a one-time drop of up to $1 million in free entrée codes.
Image
CHONGQING, CHINA - JANUARY 29: In this photo illustration, a smartphone displays the logo of Chipotle Mexican Grill, Inc. (NYSE: CMG), an American fast-casual restaurant chain specializing in Mexican-inspired food including burritos, bowls and tacos, in front of a screen showing the company's latest stock market chart on January 29, 2026 in Chongqing, China. (Photo illustration by Cheng Xin/Getty Images)

Overview

  • A 30-second Instagram Reels video titled "The Chipotle Realest 30" will post after halftime and before the third quarter with a text-to-claim code.
  • Fans must text the code to 888222, and the first 100,000 to do so will receive a free regularly priced entrée, totaling up to $1 million.
  • Codes are redeemable in the United States through Feb. 12 for customers ages 13 and up.
  • Chipotle says the activation highlights its real-food message as AI-generated commercials run during the game, according to interim CMO Stephanie Perdue.
  • Three limited-time Game Day Nacho Hacks are available in the app and on the website through Feb. 8, marking the first time nachos appear on Chipotle’s digital menu.