Chipotle has launched its latest effort to tout the simplicity of its ingredients—an online game called “Friend or Faux.”
To play the game, consumers choose one Chipotle menu item and one of a selection of fast-food items from common brands. From a list of 20 ingredients, they then attempt to identify which menu item contains each ingredient. For players craving further information, a study guide provides more details about the ingredients in question.
“There’s been a lot of talk recently about fast food companies removing artificial ingredients from their food, but most of these announcements cover only a portion of the thousands of additives used in processed foods,” said Mark Crumpacker, Chipotle’s chief creative and development officer, in a statement. “Through ‘Friend or Faux,’ we are giving consumers an entertaining way to contrast the collective beauty of Chipotle’s food with the complex ingredient lists that make up many fast food and packaged food items.”
Users who complete the so-called ingredient comparison experience—which debuts July 21—will receive a buy-one-get-one mobile offer as well as entry into a national sweepstakes awarding grand-prize winners with a catering party or one year of free burritos for themselves and a friend.