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September 29, 2010

Frightful changes are in store for Chipotle's Halloween giveaway

By Todd Wasserman on Wed Sep 29 2010

Boo-rito-250

Fans of Halloween promotions and bad puns will be saddened to hear that this year, Chipotle is overhauling its long-running "Boo-rito" giveaway. Under the promo, as many college students know, you get a free burrito if you show up at a Chipotle location dressed as one. But Mark Crumpacker, Chipotle's CMO, told attendees at an Advertising Week session on Wednesday that Boo-rito will look different this year. For one thing, you now have to dress up like a processed food item (a Twinkie, for example) to claim the prize. For another, you have to pony up $2 as well. The cash goes to fund a Jamie Oliver charity (Crumpacker didn't specify which one). The nominal charge and the more challenging costume will no doubt result in fewer freeloaders this year. Crumpacker said the promo costs Chipotle about $3 million. We say: Boo!

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