Chipotle is giving its Family Meals a 3-foot-wide, 170-liter promotional bag — a stunt built to push a digital-only bundle priced under $10 per person that serves four to six people. Rewards members who buy the meal through the app or website starting today are automatically entered to win the "Big Ass Chipotle Bag," with winners selected weekly.

The oversized bag is the centerpiece of a new national advertising campaign. It's the chain's first major work with agency partner GUT, and it arrives under a marketing leadership that's only months into the job.

Chief Brand Officer Fernando Machado joined Chipotle in June, and "fun and ridiculous" is already a pattern. Earlier this month, the chain recorded a song with the London Vegetable Orchestra called "From Ground to Sound," played on actual vegetables. Now comes a bag the company says is "large enough to fit everything from a trumpet and traffic cone to a Chipotle chair."

"A Big Ass Meal deserves a Big Ass Bag," Machado said in a statement. "We took one of the most recognizable parts of the Chipotle experience, gave it an outsized upgrade, and created something that's impossible to miss. It's fun, it's ridiculous, and it's exactly the kind of thing we knew our fans would want to get their hands on."

Why Family Meals matter to the P&L

The Family Meals launched last year as a digital-exclusive, customizable menu item. Customers build their own entrées — bowls, tacos, salads, nachos — picking proteins, toppings and sides, all at a price point below $10 per person.

For a fast-casual operator, that structure does real menu-engineering work. A fixed bundle drives digital order sizes upward, simplifies preparation at scale, and keeps the transaction inside Chipotle's own app rather than a third-party marketplace. The giveaway doubles as a loyalty play: entry requires an app or web purchase, which pushes incremental traffic through Chipotle's highest-margin digital channel.

Stephanie Perdue, senior vice president of brand marketing, framed the occasion-based strategy directly. "With enough food to serve four to six people, [Family Meals are a] convenient option for dinner, game days, and all the moments when everyone wants something a little different," she said in a statement.

Group occasions, she added, are a growing part of Chipotle's business — a meaningful claim in a year when chain restaurant sales broadly slowed and consumers cut back on dining.

What does the campaign look like?

GUT gave the bag a high-fashion treatment. The spots pair it with oversized props — a Christmas tree, a Chipotle chair — to make the scale the message. Ricky Casal, GUT's chief creative officer, said the agency deliberately kept it simple.

"We leaned into that simplicity, treating it like a luxury object and letting the scale do the storytelling," he said.

The media plan is national, and the bag itself functions as both prize and billboard: a 3-foot tote walking out of a restaurant is hard to miss, which is precisely the point for a chain leaning on brand recognition rather than discounting to drive its newest platform.

What does this change for operators watching from the sidelines? It's a case study in bundling — using an attention-grabbing gimmick to advertise a higher-ticket, group-size digital order rather than a value-price single meal. If Family Meals keep growing, expect more chains to design shareable bundles of their own, with the app, not the counter, as the point of sale.