Core Insights - Chipotle is launching a promotional campaign during the Super Bowl, offering up to $1 million in free entrée codes instead of airing a traditional commercial, highlighting its commitment to real ingredients without artificial additives [1] - The campaign includes the introduction of three Game Day Nacho Hacks, available exclusively on the Chipotle app and website from February 5 to February 8, 2026 [1] - Chipotle's marketing strategy aims to differentiate itself from competitors using AI-generated ads by emphasizing its real food offerings [1] Promotional Campaign - The promotional event will feature a 30-second Instagram Reels video titled "The Chipotle Realest 30," where the first 100,000 fans to text a code will receive a free entrée [1] - The free entrée codes are valid for any regularly priced entrée until February 12, 2026, and are limited to the U.S. market [1] - This initiative is designed to engage fans during one of the highest food consumption days in the U.S. [1] Game Day Nacho Hacks - The Game Day Nacho Hacks consist of customizable nacho kits that can be prepared in as little as 10 minutes, designed for sharing among groups of three to four [1] - Options include variations with Adobo Chicken, steak, or a vegetarian option, each featuring large sides of salsa, guacamole, Queso Blanco, and tortilla chips [1] - This marks the first time nachos are being added to Chipotle's digital menu, catering to fan requests and enhancing the game-day experience [1] Return of Chicken al Pastor - Chipotle will reintroduce its popular Chicken al Pastor on February 10, 2026, following the Super Bowl, available exclusively to Chipotle Rewards members a day earlier [2] - The Chicken al Pastor features bold flavors and is part of Chipotle's strategy to keep its menu innovative and responsive to customer preferences [2]