This Takeout Bag Is Big Enough to Hide Behind: Chipotle Scales Up Its Lunch Bag Into a 170-Liter Giant
How did a lunch takeout bag suddenly grow big enough to hide behind? Chipotle recently scaled up
Summary
- Chipotle is launching the limited-edition Big Ass Chipotle Bag, blowing up its signature takeout bag into a giant tote with a 170-liter capacity.
- Measuring about 91 cm wide and 61 cm high, the bag was created to promote Family Meals designed for 4 to 6 people to share.
- The brand is running a sweepstakes for members in the US, where qualifying Family Meal orders earn an entry into the drawing—it is not directly included with every order.
How did a lunch takeout bag suddenly grow big enough to hide behind? Chipotle recently scaled up its familiar brown paper bag to create the Big Ass Chipotle Bag, holding an impressive 170 liters. The brand logo and lettering sit right where you expect them, but with the massive size shift, everyday packaging suddenly becomes a street accessory you can’t ignore.
At roughly 91 cm wide, a takeout bag becomes the star of the outfit
images from/Chipotle
Measuring 36 inches wide, 24 inches high, and 12 inches deep, the bag comes out to roughly 91 × 61 × 30 cm. In campaign photos, a model sits behind it with her body almost completely hidden, giving the everyday phrase “I brought a bag” a totally different visual.
The brown exterior keeps the familiar look of a takeout bag while adding humor through its exaggerated proportions. The brand shot it across different everyday settings, making a piece of dining merch look like a fashion accessory with its own campaign.
Behind the giant bag is actually a meal for sharing
images from/chipotle
Chipotle created this limited-edition bag to promote its Family Meals. The meal feeds four to six people and lets everyone build their own favorites; the brand took that group takeout need and blew it up into a highly talked-about design.
Getting your hands on one is also different from typical merch: Chipotle Rewards members in the US can earn a sweepstakes entry by ordering a qualifying Family Meal through select digital channels. It doesn’t come free with every meal, but just looking at the photos makes it a great link to send to that friend who always says their bag isn’t big enough.
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