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Chipotle’s Instagram account looks a little different this week.
After mixed reviews began surfacing on Twitter about Chipotle’s queso, the brand and Day One Agency is running an intriguing campaign on Instagram dubbed Queso Cup that promotes the nationwide rollout of the dip.
This week, Chipotle scraped its Instagram account, archiving all of its old posts so that only a few dozen pictures of queso appear on its profile. Every day, the chain is rolling out a few posts that tie to a contest offering a year’s worth of free queso to five users who correctly answer questions and play games.