- Chipotle announced a massive Super Bowl giveaway, dropping a secret text-to-claim code after halftime that awards free entrées to the first 100,000 fans.
- The code will be released on Instagram Reels while the brand airs an AI-generated TV ad during the game, making a statement about “real food” in an era of artificial ads.
- Chipotle is also launching Game Day Nacho Hacks: a DIY nacho kit available on the official Chipotle app and website.
If you’re planning to watch the Super Bowl this year with one eye on the TV and the other glued to your phone, you’re not alone. On February 8, Chipotle is skipping a traditional Super Bowl ad and instead giving away up to $1 million worth of free food, which, in practical terms, means 100,000 people could score a free entrée just for paying attention at the right moment.
Here’s the deal: sometime after halftime and before the third quarter, when an AI-generated commercial airs on TV, Chipotle will drop a 30-second Instagram Reel called “The Chipotle Realest 30.” That video will include a text-to-claim code. The first 100,000 fans to text that code to 888222 will get a free entrée, redeemable through February 12.
Chipotle is framing this as a statement about “real food” in an era of artificial ads, but for most people watching at home, the headline is simpler: free burrito if you’re fast enough.
And yes, I’ll be watching two screens like my life depends on it.
While the brand is promoting the $1 million figure, what actually matters to Chipotle fans is the individual payoff. If you catch the code in time, you’re walking away with a free bowl, burrito, salad, or tacos. Miss it, and you’re just another person yelling “refresh!” at your phone.
Alongside the giveaway, Chipotle is also rolling out a promotion every football fan can enjoy: Game Day Nacho Hacks. Available in the app and online from February 5 through February 8, these are essentially DIY nacho kits built from Chipotle ingredients. Think multiple bags of chips, large sides of queso, guac, and salsa, plus optional chicken or steak. They’re designed for sharing, though realistically, some of us may “share” with ourselves.
The timing isn’t accidental. Super Bowl Sunday is one of the biggest food days of the year, and Chipotle is clearly trying to insert itself into both your snack table and your group chat.
There’s more on the horizon, too. Fan-favorite Chicken al Pastor returns on February 10, with early access for Rewards members on February 9. So even if you strike out on the free entrée, there’s still a new protein waiting.
Bottom line: Chipotle isn’t buying a flashy TV ad this year. Instead, it’s turning the game into a real-time scavenger hunt for free food. For viewers, that’s arguably a better deal. Just be ready—phone charged, thumbs warmed up, and texting skills sharp—because those codes won’t last long.