Votigo Logo
Case Study

Chipotle "WRAP WHAT YOU LOVE" UGC Photo Contest

1.23M+
Unique Visitors
1349
Photo Submissions
96K
Votes
Prev Next

Snapshot

To celebrate a milestone anniversary and further amplify its brand promise of "Food with Integrity," Chipotle set out to create a distinctive, interactive experience for its loyal fan base. The concept was simple yet symbolic: for a limited time, Chipotle wrapped its iconic burritos in gold foil - a visual expression of its commitment to premium ingredients and elevated food standards.

Partnering with Votigo, Chipotle launched the "Wrap What You Love" UGC contest to extend this initiative into the digital space - inviting fans to join the celebration, share what mattered most to them, and bring the gold foil experience to life in a meaningful, social, and highly engaging way.

Our Solution

Votigo delivered a fully customized, white-glove campaign solution that served as both a digital brand experience and a scalable platform for driving engagement.

Custom Microsite

We developed a custom microsite optimized for both desktop and mobile. This served as the central hub for fans to upload personal photos showing what they “wrap in gold” - the people, places, and passions they love most.

Goldify Photo Tool

To bring the in-store gold foil concept online, we built a custom "Goldify" tool that enabled users to digitally transform their photos with gold overlays, creating a unified visual experience across real life and digital.

Social Amplification

Votigo extended the contest to Facebook with a branded tab experience that featured:

  • A real-time photo gallery of user submissions
  • The most recent weekly winners
  • A live donation tracker to showing how entries were supporting a charitable cause

Donation Integration

To deepen impact and participation, Chipotle committed to donating $1 for every entry to FamilyFarmed.org, a nonprofit focused on sustainable food and farming.

Full-Service Management

Votigo handled everything end-to-end - including platform hosting, moderation, technical support, legal compliance, and performance tracking - freeing Chipotle to focus on the bigger picture while we managed the execution with precision.

Results (30 Days)

1.23M
Unique Visitors
1,349
Photo Submissions
96,000
Votes

Why it worked

The "Wrap What You Love" campaign worked because it combined creativity, consumer participation, and purpose. Votigo's seamless tech execution, integrated prize management, and ability to bring an agency's vision to life elevated the experience from a simple photo contest into a rich, branded moment that delighted fans and delivered results.

We would love to talk about your next digital promotion! Contact Votigo today and let's get started.

Looking to Bring Your Next Milestone Moment to Life?

Let's create a campaign that turns your brand milestone into sustained engagement and measurable growth. We can help.

15K+ Campaigns Launched
20 Years Experience
50+ Countries

We use cookies to improve your experience.