National Quesadilla Day is providing Chipotle with an opportunity to deepen its relationships in the creator world. For the September 23 celebration, the Tex-Mex chain is dropping buy-one, get-one codes and sharing the go-to orders preferred by three prominent TikTokers.
Shari Dyonne, Dylan McArthur, and Anthony Hernandez will deliver 10,000 text-to-win codes, which their fans will be able to use to claim their BOGO quesadillas. Each promotion will come with the corresponding creator’s favorite Chipotle combo.
The creators who partnered with Chipotle are part of TikTok’s burgeoning foodie scene. McArthur is known for Chipotle “mukbang” videos in which he wolfs down massive burritos on camera, while Hernandez shares recipes as part of a broader focus on lifestyle content. Dyonne is a chef herself, though she has been known to kick back and order in Chipotle from time to time.
@sharidyonne Don’t speak to me while PPG is speaking THANKS #loveisland #PPG ♬ abeni is so cool – ab ❦
Chipotle knows how influential these creators are among their fans, because last year it forged a partnership with the king of TikTok’s food community. Keith Lee joined forces with the chain to share his viral fajita quesadilla hack with the masses. The partnership was a record-breaking success, and Lee has become so highly regarded that his restaurant reviews have reshaped culinary discourse.
Will Dyonne, McArthur, or Hernandez be able to provide Chipotle with the “Keith Lee effect” it covets? Their view counts may not be as high as Lee’s, but his stature creates complications. It’s hard for him to complete his reviews without being recognized; meanwhile, TikTok’s other food creators are free to dispense uncorrupted opinions.
Even if Chipotle’s next round of influencer partnerships don’t match previous hype, the brand will keep its finger on the pulse of the creator economy — as it has for more than a decade. Its previous campaigns have included everything from a Roblox restaurant to esports sponsorships to a branded web series. But for National Quesadilla Day, some classic influencer marketing will be back on the menu.
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