AMA Celebrates Cinco De Mayo!

As part of our Cinco de Mayo spotlight, we’re highlighting how brands can celebrate with purpose and creativity! This year, Chipotle is showing us how to mix culture, connection, and innovation.

On Cinco de Mayo, Chipotle will launch its “Ingredient Quest” gaming experience on Roblox, where fans, particularly Gen Z, can explore the brand’s commitment to real food by learning about its 53 real ingredients. Players also have a chance to earn a delicious reward: free Chipotle.

Alongside this digital experience, Chipotle is offering limited-time promotions that bring the celebration offline and straight to customers’ doorsteps. From May 1 to May 5, guests can enjoy $0 delivery fees with a promo code. And from May 3 to May 5, they can unlock free chips and queso blanco, also via promo code.

By blending interactive digital engagement with tangible food incentives, Chipotle is showing us what it looks like to celebrate cultural moments thoughtfully. This campaign displays a balance between education, entertainment, and brand loyalty, while steering clear of stereotypes or surface-level marketing.

In an era where authenticity matters more than ever, this is a strong example of how brands can show up in cultural conversations in a way that’s respectful, relevant, and rewarding.