Fernando Machado just let 100 creators loose in 50 Chipotle kitchens

Why it matters

Chipotle let 100 creators loose in 50 kitchens at once, betting on volume and authenticity over a single polished ad. It signals a shift toward treating creator content as a production model rather than a one-off media buy. Worth watching whether the output-per-creator economics actually beat a traditional campaign.

The source