AWSI: Make ’em Move Promos – Part 2…

Chipotle Mexican Grill, the fast casual chain of burrito restaurants known for serving Food With Integrity, sent a direct marketing piece (via snail mail), which was pretty darn hilarious.


Front of direct mail piece.

The back is where the fun is at, so to speak.

Backside of mailer.

Backside of mailer.

Check out the fine print!


Fine print worth noting.

Someone certainly had fun writing this copy.  “Please present this card to the cashier, but don’t be surprised when they keep it,” is definitely witty.

Worth noting is that the bar code on the backside is for the cashier, not the customer.  That means you can’t use the bar code reader to scan it and get more information (Tommie tried it out).

If you go to their website (, you will get another taste of their sense of humor.  The company must be doing something right.  Today they are celebrating being in business for 20-years.


Website for Chipotle

Per Chipotle’s press release, beginning on July 13, 2013, and continuing for 19 days, they will be unlocking a daily puzzle at 20:20 MTN time each evening at Once the puzzle is unlocked, players who attempt to answer the puzzle before 20:20 MTN time on the following day will be entered into a daily lottery to win a year of free meals at Chipotle (20 lucky winners will be selected each day). If a player has answered all of the 19 daily puzzles correctly by 20:20 MTN time on Thursday, August 1, the 20th puzzle will be unlocked and the player will have a chance to solve the puzzle and win the grand prize.

In case you are wondering about this fast casual chain, here’s their boilerplate explanation:

When Chipotle (pronounced chi-POAT-lay) opened its first store in 1993, the idea was simple: demonstrate that food served fast didn’t have to be a “fast-food” experience. We use high-quality raw ingredients, classic cooking methods and a distinctive interior design, and have friendly people to take care of each customer—features that are more frequently found in the world of fine dining. When we opened, there wasn’t an industry category to describe what we were doing. Some 16 years and around 1000 restaurants later, we compete in a category of dining now called “fast-casual,” the fastest growing segment of the restaurant industry, where customers expect food quality that’s more in line with full-service restaurants, coupled with the speed and convenience of fast food.

We’ve tried the food and it seems kind of bland.  Then again, that’s what Cholula hot sauce is for.


Family of hot sauces.



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