Chipotle is turning back the clock to one of the internet’s most memorable viral moments. With help from Day One Agency, the brand is reviving its fan favorite “Tatted Like a Chipotle Bag” promotion and pairing it with a throwback to the 2016 Mannequin Challenge.
On Friday, March 13, from 3 p.m. to 4 p.m., customers who visit a Chipotle restaurant and show off their tattoos can score a buy-one-get-one entrée. The promotion applies to any ink, whether it is a permanent tattoo, a temporary one, or even something quickly drawn on an arm in the parking lot before walking in.
To announce the promotion’s return, Chipotle partnered with Swae Lee, one-half of the hip-hop duo Rae Sremmurd. The campaign taps into nostalgia for the Mannequin Challenge trend that swept social media in 2016, which famously used Rae Sremmurd’s hit song “Black Beatles” as its soundtrack.
The campaign also includes a live fan activation in Miami. During the BOGO hour, Swae Lee will appear at a local Chipotle restaurant, where he will hand out limited-edition flash tattoo sheets and lead fans in a live Mannequin Challenge. The moment will be captured and shared across Chipotle’s social channels.
Leading up to the promotion, the brand rolled out a series of teasers on social media beginning February 13 to build anticipation among fans.
The effort was created with Day One Agency as part of Chipotle’s broader strategy to transform internet culture and fan-driven trends into social-first marketing moments.
By reviving both the tattoo promotion and the Mannequin Challenge, the brand is leaning into nostalgia while reminding fans that sometimes the best marketing move is bringing back something people already love.
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