From BeReal to dual loyalty programs, brands are getting creative with their marketing messages this week. Catch up on the latest stories in our Weekly Must Reads.

Chipotle Wants to BeReal for Boorito

Chipotle’s annual Boorito deal may be back to in-store only, but they’re continuing to experiment with creative digital add-on experiences. On October 31, customers who post their daily BeReal from a Chipotle location with the hashtag #booritosweepstakes will have a chance to win free burritos for a year. Any customer who shows up to the store in a costume will still be able to redeem the $6 entrée offer.

Chipotle is one of the only brands to test the waters on BeReal so far. The “anti-Instagram” photo sharing platform is exploding in popularity among consumers thanks to its focus on authenticity. However, businesses have been hesitant to join due to the unpredictable nature of the app. On BeReal, all users can only post once per day within the same two-minute window, making it hard for brands to plan their content in advance. Find out more about how Chipotle has made BeReal work here: https://adage.com/article/digital-marketing-ad-tech-news/chipotle-bereal-push-offers-free-burritos-halloween-boorito-event/2441711

Starbucks & Delta Link Rewards Programs

One of the most widely-used loyalty programs in the world just got more interesting. Last week, Starbucks and Delta announced consumers can now link their accounts with both brands to earn more “stars” and miles. Under the new partnership, Starbucks members will earn double stars on purchases made the day of their Delta flight. Meanwhile, Delta members will earn one mile for every dollar spent at Starbucks. Additionally, users can receive 500 miles immediately after linking the accounts, and earn 150 stars once they make their first Starbucks purchase.

Delta already has multiple loyalty program partnerships with brands like Airbnb, Lyft, Instacart and various credit card companies. Similarly, Starbucks announced at its investor day earlier this year that linking with other programs would be a priority in the coming months. Find out more about the new deals here: https://www.cnbc.com/2022/10/12/delta-starbucks-link-loyalty-programs-in-bid-for-repeat-customers.html

Kraft Puts Mac in Big Mac

In recent years, Kraft has had fun getting consumers to think about its Mac & Cheese in new ways. Their newest campaign urges McDonald’s to add their “Mac” into the classic Big Mac. Fans can support the movement by tweeting a pre-written petition from WheresTheMac.com and tagging the McDonald’s account. Kraft will reward any user who participates with a free box of their Mac & Cheese.

Kraft has poked fun at the Big Mac in the past. In 2020, the brand tweeted at McDonald’s, asking if they could call their own large macaroni a Big Mac. For their part, McDonald’s did respond back. The brand noted that they asked their legal department, who sadly said no. Check out all the details about Kraft’s new push here: https://www.adweek.com/commerce/kraft-urges-mcdonalds-to-add-mac-cheese-to-the-big-mac/

Marvel Introduces “The Dashers”

Not all superheroes wear capes. Some are called Dashers and deliver takeout to your door. In a new partnership, Marvel Entertainment and DoorDash created a comic book called “The Dashers,” showing DoorDash employees as heroes protecting Dashville. The story highlights four Dashers who using Dashing as their superpower to care for their families, continue their education or support their hobbies. In addition to the written comic book, Marvel has also released a series of motion comics and a digital ad campaign to recruit new Dashers.

Ahead of their new film “Black Panther: Wakanda Forever,” Marvel has partnered with multiple brands for various promotions, including Sprite and Lexus. Learn more about “The Dashers” and Marvel’s other campaigns here: https://www.marketingdive.com/news/marvel-doordash-campaign-dashers-comic-book/633679/