Chipotle gets creative with ad in time for football's biggest game

CLEVELAND - This Sunday is the big game -- the Giants and Patriots kickoff in Super Bowl XLVI. But aside from football, it's a big day for food.

Chipotle recently came out with its Super Bowl promotion: order six or more burritos and get them for half price -- or roughly $4 per person. Don't worry, you'll still be getting every bit of the over 1,000 calories wrapped inside each tortilla.

Chipotle's ad reads "The super big internationally televised professional football bowl game half price party in a box."

The words "THE, SUPER, BOWL and GAME" are printed in large font.

So why not just use Super Bowl, instead of incorporating the other words in it? Because Chipotle's promo isn't a licensed Super Bowl promotion, meaning the company can't just use the trademarked words alone. The NFL owns the rights to the phrase.

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