Chipotle expands access to its coveted ‘celebrity card’ via contest on LinkedIn
Chipotle Mexican Grill is giving fans of its brand a chance to win a card that has, to date, been gifted only to “superfans” who are athletes, artists, musicians or influencers.
From June 24 through July 3, regular fans can apply to become a Chipotle Celebrity Card holder by submitting an application via LinkedIn Easy Apply. Launched some 20 years ago, the program gives card holders access to one free Chipotle meal a day and one catering order for up to 50 people during the year.
To apply, fans need to submit content that explains why they deserve the card in the "resume" section of the application. Chipotle said it wants fans to get creative — the content can be anything from a video to a photo, an essay, a poem, an original song, artwork, or other creative content.
Five winners will be selected. Chipotle will contact the winners on July 12 via email to coordinate their card delivery.
"There's always been a special mystique around the Chipotle Celebrity Card,” said Chris Brandt, chief brand officer at Chipotle. “Given that the word 'celebrity' comes from 'celebrate,' we realized there is no group more deserving of a celebration than our everyday superfans. 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."
While the terms of the program have long been a mystery, Chipotle said it has received thousands of requests for cards from guests on social.
“As a brand that practices radical transparency with its real ingredients, Chipotle is peeling back the foil on its Celebrity Card program and giving fans an unprecedented opportunity to join the exclusive roster and get access to free Chipotle,” the company stated.
With nearly 3,500 Chipotle restaurants in the United States, Canada, the United Kingdom, France, Germany and Kuwait, Chipotle is the only restaurant company of its size that owns and operates all its restaurants in North America and Europe.