Chipotle Mexican Grill is rolling out an augmented reality (AR) promotion with Snapchat called “AvoLotto Sweepstakes” ahead of National Avocado Day on July 31, 2025, offering participants the chance to win free guacamole for a year, per NRN.

The promotion is running from July 28 at 6 a.m. PT through July 30 at 11:59 p.m. PT. Participants navigate to Chipotle’s Snapchat profile to access the “AvoLotto Lens,” then use their camera to scan a real avocado. The AR lens is specifically designed to recognize only authentic avocados.

Up to 1,000 users per day will receive an on-screen notification that they’ve won free guacamole for a year. Winners must enter the provided code into their Chipotle Rewards loyalty account within five days to redeem the prize.

“Each year for National Avocado Day, the holiday that has become synonymous with Chipotle, we find new and creative ways for fans to score our hand-mashed guac,” Chris Brandt, President and Chief Brand Officer at Chipotle, said in a statement. “We only use real ingredients in our restaurants, so when we worked with Snapchat to create ‘AvoLotto,’ we had to make sure that it only detects real fruit.”

On July 31, Chipotle Rewards members can receive a free topping or side of guacamole with the purchase of a regular-priced entrée by using the digital code AVO2025 on the company’s website or app.

Chipotle joins several major brands leveraging Snapchat’s AR technology for promotional campaigns. Previous examples include Carhartt’s virtual beanie try-ons, Warner Bros. Pictures’ Barbie film AR wardrobe lenses, Nike’s Olympics-themed AR competition, and Taco Bell’s 2016 Cinco de Mayo lens that garnered over 224 million views.

Ongoing Loyalty Program Success

This promotion coincides with Chipotle’s “Summer of Extras” loyalty program initiative running through August 31. During Chipotle’s Q2 earnings call, CEO Scott Boatwright reported that approximately 5 million members are participating in the summer program, with about 40% completing transactions and enrollment increasing 14% year-over-year.

“We drove incremental frequency versus normal behavior across all frequency bands, including low frequency,” Boatwright noted. “Of the 5 million, 2 million were low-frequency users that are now engaging with the brand throughout summer on a more consistent basis.”