Description
Chipotle basically compares their burrito to the kind of “roll” you hide from your parents. It’s cocky, stupid-funny, and it tells you exactly what’s going on without acting like a brand manual. Silver foil. Big attitude. Zero manners. Just a burrito that thinks it’s contraband.
Why This Works
Because your brain hears “roll something this good” and goes straight to the wrong idea. Chipotle lets you go there… then hands you a burrito. The joke sticks and brand sticks. Easy.
How to Reuse It
Take your product and compare it to something people probably shouldn’t be doing. Keep it playful, not criminal. Let the tension sell it.
