The Scripps National Spelling Bee partnered with Chipotle Mexican Grill through a branded on-site activation that brought the company’s “real ingredients” message into the competition environment. As part of the collaboration, Chipotle launched its own “Chipotle Bee, For Real” experience at the event, where spellers were challenged to spell both simple ingredients like “avocado” and complex additives commonly used by other restaurants.

The activation featured a dedicated stage, custom word lists, and educational prompts—including definitions and usage—mirroring the official Bee format while reinforcing Chipotle’s brand positioning around ingredient transparency.

Participants were rewarded with branded merchandise and gift cards, extending the experience beyond the competition and tying academic achievement to tangible brand engagement.

More recently, the partnership has continued through experiential and reward-based elements, including giveaways like entrée cards and branded swag for participants.