@chipotle
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@chipotle chipotle honey chicken comin in hot 4/28
Trending short videosSurreal Chipotle sunset product meme.
The edit1 shot · 3 text
Shots Text
Performance
- Views
- 1.6M
- Likes
- 108.3K
- Comments
- 2.5K
- Engagement
- 6.8%
- Outlier
- 7.7×
Video #24651 · Carousel
Surreal Chipotle sunset product meme.from @chipotle
[01]
Overview
A promotional image in a meme format featuring two Chipotle foil bowls, labeled 'Chicken Al Pastor' and 'Chipotle Honey Chicken', superimposed over a scenic sunset on the water. The image includes the central text 'u got this twin' and is used to announce the upcoming release of a new menu item, as indicated in the caption.
[02]
Simple outline
- 1Establish the predecessor entity.
- 2Bridge with a humanizing phrase.
- 3Introduce the successor entity.
[03]
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Classification
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook · 35%
u got this twin
Verbal hook · 40%
chipotle honey chicken comin in hot 4/28
Visual hook · 25%
The surreal and unexpected juxtaposition of two Chipotle take-out bowls floating over a serene, vibrant sunset creates a strong pattern interrupt and visual curiosity.
[06]
Hook template
Steal this for your own video
dropping —
- — New summer menu dropping May 15th — you're not ready for this one.
- — Limited drop hitting shelves Friday — we made this one for the real ones.
- — Season two premiering in two weeks — it's your turn to shine, fam.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
The carousel opens with a single, visually absurd image that juxtaposes branded product elements with a surreal, meme-formatted background (like a sunset), creating an immediate pattern interrupt and signaling a humorous tone.
Payoff
The single-slide narrative resolves by making the audience understand that a new offering is arriving to replace or follow an old one, framing the change in a positive and shareable way. The explicit details (like a launch date) are often left to the caption.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Successor Meme
This framework personifies a product transition (old vs. new) using a popular meme format. It frames the replacement of an established entity with a new one as a positive, encouraging 'passing of the torch' moment, making a product announcement feel like a relatable, humorous cultural event.
- 1
The Incumbent
The first narrative beat, typically positioned in the upper or background portion of the image, visually represents the established, existing, or outgoing product/idea. It serves as the known starting point for the narrative.
- 2
The Emotional Bridge
A central text overlay, written in casual, meme-centric slang, that creates a narrative and emotional link between the old and new entities. It personifies the transition as a moment of encouragement or handover.
- 3
The Successor
The final narrative beat, typically positioned in the lower or foreground portion of the image, visually introduces the new product/idea that is taking the place of the incumbent. It is presented as the new focus of attention.
Themes
Techniques
Trends
Post caption
chipotle honey chicken comin in hot 4/28
Text overlays
branding · photo_0
CHIPOTLE Chicken Al Pastor
statement · photo_0
u got this twin
branding · photo_0
CHIPOTLE Chipotle Honey Chicken