HAAS x CHIPOTLE 

JUMPING INTO THE FORMULA 1 HYPE FOR CHIPOTLE

In 2023, I had the unique experience of bringing a personal passion of mine in F1 (thanks to Netflix’s Drive To Survive!) to Chipotle Mexican Grill. Quite literally!

The partnership between MoneyGram Haas F1 Team meant a great deal to us — not only is the Chipotle logo featured on the nose and side of the VF-23 car, but also the racesuits of team drivers Kevin Magnussen and Nico Hulkenberg and team apparel. But undoubtedly my favorite part of the entire project was coming up with socially native content that made sense to Chipotle fans while also attracting F1 enthusiasts.

All content will activate digitally season-long, with a particular focus on amplification at the three races on home soil - the Miami Grand Prix on May 7, the US Grand Prix at the Circuit of the Americas on October 22, and inaugural Las Vegas Grand Prix, taking place on the evening of November 18. And beyond just the content, we’re giving away burritos whenever one of our drivers gets points in a US race! Tale a look at just some of the work we’ve conceptualized and captured, specifically for social: