‘School of Guac’: Chipotle Turns to Snapchat for Younger Audiences


Chipotle Snapchat School of Guac

In an attempt to regain its relevance with a younger audience, Chipotle has launched a weekly variety-meets-satirical news show on Snapchat. In its third week, School of Guac is hosted by writer and performer Lorena Russi.

Twitter promos for the show describe School of Guac as being about “pop culture, burrito culture, and culture culture.” In the first few episodes, Russi has given away free drinks to students, taught viewers how to turn the burrito foil into a piggy bank, and posultaed as to why tortillas are round while tortilla chips are triangular.

The average user now spends approximately 25-30 minutes a day on Snapchat, according to Business Insider, which cites a Nielsen study showing that Snapchat reaches approximately 41% of 18- to 34-year-olds. Compared to the 6% that are reached via the top TV networks, that makes Snapchat an attractive platform for brands.

Understanding the shift in viewership, Chipotle stands among a longer list of players that are developing short-form shows for Snapchat and Instagram. Media veteran Peter Hamby now leads a minute-long news segment for Snapchat called, Good Luck America. As part of a multi-year deal with Snapchat, NBCUniversal is also slotted to launch Snapchat versions of The Voice, Saturday Night Live and The Tonight Show with Jimmy Fallon.

Chipotle plans to air 10 episodes of School of Guac before deciding to move forward with additional programming on other platforms such as Instagram.