Chipotle Enters the Metaverse—And It's a Marketing Game-Changer!

Performance Digital • March 17, 2025

Think burritos and blockchain have nothing in common? Think again. Chipotle just took marketing to a whole new level—literally—by dropping its first-ever national TV ad inside the Roblox metaverse! That’s right, your favorite fast-casual spot is serving up a delicious mix of gaming, sustainability, and digital engagement in a way that’s as fresh as their guac. 

The Ad That’s Changing the Game 

At the heart of Chipotle’s latest campaign is Unfolded, a beautifully animated 60-second short film set to Halsey’s dreamy cover of She’s a Rainbow. The ad follows a truck journeying through different landscapes, transforming dull, industrial farms into thriving, sustainable ones before arriving at a Chipotle restaurant. The message? Chipotle is all about real food, responsible sourcing, and making a positive impact on the planet. 

Why Roblox?

This isn’t Chipotle’s first rodeo in the metaverse. Remember the Burrito Builder experience, where players whipped up virtual burritos for real-life rewards? Well, they’ve just leveled up. Introducing Carnitas Cinema—an in-game theater where Roblox users can watch Unfolded and take on a side quest to score a virtual movie ticket. The best part? The first 50,000 players get a free entre in real life! 


By tapping into Roblox’s massive community, Chipotle isn’t just reaching millions of potential customers—it’s meeting them where they already hang out for hours. It’s an absolute marketing masterstroke, blending entertainment, brand storytelling, and real-world perks in one brilliant move. 


This form of marketing is particularly effective at reaching a younger audience, a demographic that traditional digital advertising methods—such as social media and search ads—might not fully capture. Platforms like Roblox attract millions of Gen Z and Gen Alpha users, who spend hours immersed in virtual worlds. By integrating branded experiences directly into the games they love, companies like Chipotle are meeting these audiences where they already are, rather than relying on them to engage through more conventional ad channels. This strategy not only increases brand visibility but also fosters a more interactive and memorable connection with younger consumers. As brands continue to explore new and innovative ways to engage diverse audiences, in-game advertising is proving to be a powerful tool for expanding reach beyond the typical digital marketing landscape.

A Commitment Beyond the Screen

Chipotle’s digital push isn’t just about fun and games—it’s backed by real action. The company just pledged $2 million donation to four universities—The Ohio State University, Cal State Monterey Bay, Colorado State University, and the University of Florida—to support the next generation of farmers. This is part of their larger $5 million commitment to sustainable agriculture and helping young farmers thrive. 


Plus, through March 31, customers can support the Chipotle Cultivate Foundation by rounding up their orders, directly contributing to sustainable farming initiatives. A small change that makes a big impact!


The Future of Marketing is Here

Chipotle’s move to integrate TV advertising into the metaverse is a glimpse into the future of marketing. It’s no longer just about selling a product—it’s about creating immersive brand experiences and meeting consumers where they are (even if that’s inside a digital world).


Chipotle’s move into Roblox is just one example of how brands are leveraging the power of in-game advertising to engage with a new generation of consumers. With over 3.02 billion gamers worldwide and the industry projected to reach $583 billion by 2030, there’s never been a better time to explore this untapped ad channel.

@chipotle 🎟️IT’S SHOWTIME 🎟️ Join us at the Chipotle Carnitas Cinema on @Roblox ♬ original sound - Chipotle

At Performance Digital, we help brands break into the gaming space with programmatic in-game advertising—allowing you to seamlessly place your brand within mobile, PC, and console games. Our blended in-game ad formats, including banner and interstitial ads, integrate naturally into the gaming environment without disrupting the experience. The digital marketing landscape is evolving fast, and we’re staying ahead of the game—so you can, too.

< Older Post

Newer Post >

Share

A Netflix logo with a white AI on a black background.

AI-Powered Ads Are Coming to Netflix — Here’s What That Means

By Sydney Burright • June 6, 2025
Discover how Netflix is using AI to create smarter, more personalized ads and what this shift means for the future of digital advertising.
A green icon with a bird on it is on a green motherboard.

Duolingo Faces Backlash as they Claim to be an AI First Company

By Alexis Rios • May 27, 2025
Duolingo. The name conjures images of a quirky green owl, playful social media interactions, and the satisfying ding! of a completed lesson. They've built a massive following, not just for their accessible language learning app, but for their undeniably fun, interactive, and often hilariously trendy online presence. But things have taken a sharp turn. Earlier this year, Duolingo's CEO announced a significant shift in the company's core identity: they are now an AI-first company . For those unfamiliar, being "AI-first" means that an organization prioritizes artificial intelligence as the central driving force behind its business decisions, operations, and the very development of its products and services. AI isn't just a tool; it's the foundation upon which the company is built and innovates. On the surface, the benefits seem clear for the company. It promises increased efficiency and potentially a smoother, more streamlined user experience. However, this strategic pivot hasn't been met with open arms by Duolingo's loyal fanbase. In fact, it's stirred up a considerable amount of anger and disappointment. The core of the issue lies in the perception of authenticity. For a brand that cultivated such a vibrant and human-feeling online persona, the move towards AI-first feels like a cold, calculated decision. It signals to users that the company might prioritize algorithms over people, potentially sacrificing the very elements that made Duolingo so engaging and relatable. The reaction from longtime users has been swift and decisive. Reports are flooding in of individuals ending their hard-earned Duolingo streaks and deleting the app altogether. Others have left snarky remarks on Duolingo’s TikTok page comments . The emotional connection built over months and years of learning alongside the quirky owl now feels… less genuine.