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Special Project

Special Project
From the 15th Annual Shorty Awards

Garlic Guajillo Steak: Launching a new menu item across platforms

Entered in Multi-Platform Campaign


Launch Chipotle’s new menu item, Garlic Guajillo Steak, as the next big thing in steak. To do this we wanted to convey what makes it unique, from messaging around about unlocking a new, richer steak to showing how Garlic & Guajillo come together for a unique and delicious flavor experience. We wanted to make people try it by showcasing the premium quality, driving the urge to try through craveable food and ingredient footage and highlighting the recipe. With the overall goal of driving awareness and online purchases of the new menu item.

Strategy and Execution

Code3 brought the new Garlic Guajillo Steak  to life across social  platforms by applying the following filters to our creative development:

In addition to leveraging footage shot for TV to create assets for Facebook, Instagram, Twitter and Snapchat, the following unique units also supplemented the launch strategy:

Twitter Heart to Remind: Code3 saw success with Heart to Remind units that “hack the iPhone” and leaned into that insight to tease the Garlic Guajillo Steak launch by playing on the 'unsafe content' filter for descriptors of the steak.

Snapchat Commercial: Since users are treating Snapchat as a TV viewing experience, we hacked the placement with a ‘Commercial Break’  with messaging that halted users to  ‘pause for a sizzle break’, while illustrating the craveable steak on the grill.

Snapchat Story + Instagram Carousel: Told the flavor story of the new steak through a multi-card unit.

TikTok/Reels: Using supplemental iPhone content, created assets with the native footage and text overlays that felt native to the platform and felt seamless in the user experience and scroll.

All of these, combined with several in-feed and story units across platforms, created a cohesive story across paid social to create a unifying message and exceeded Code3’s and Chipotle’s goals.


Across platforms we saw strong success throughout brand lift tests and overall impressions and ROAs. Customers remembered seeing content around Garlic Guajillo Steak and associated it with Chipotle when compared to competitors. Customers were seeing Garlic Guajillo Steak as the next big thing. We exceeded benchmarks across platforms, and on TikTok specifically, driving strong brand lift with +25.3% ad recall, 7.1% brand association and +11.4% product awareness.


Entrant Company / Organization Name

Code3, Chipotle