Chipotle is launching an interactive game, Friend or Faux, that contrasts its own healthy ingredients with those commonly used to make fast food.
The site, which goes live on July 21, invites players to choose a Chipotle menu item and one of a number of fast food menu items, and then compare and match 20 ingredients, identifying which menu item contains each ingredient. Items will include Chipotle's burritos, bowls, tacos and salads, as well as items such as burgers, burritos, tacos, sandwiches, salads, and pizzas available from fast food chains.
To tempt people to play, there are some pretty good rewards on offer. Anyone who plays gets a buy one-get-one-free offer and will be entered into a national sweepstakes to win prizes including one year of free burritos for themself and a friend.
The game continues Chipotle's marketing efforts to highlight the provenance of its ingredients, which have included the films The Scarecrow and Back to the Start, both of which won Grand Prix at Cannes in recent years.