Chipotle has become popular with a variety of people. it recently identified a primary customer segment in millennials. to win over this demographic group, traditional media is less authentic in the perception of millennials, therefore, chipotle does not use traditional media, and its marketing and promotion focus on maintaining a large online and social media presence. here chipotle is likely to use:

Chipotle is likely to use cultural branding.

Explanation:

"Today, brands need to look more actively and purposefully at the culture buzzing around them—in entertainment, in fashion, in news, on social media—and use that awareness to inform how they should best position and integrate themselves into the world.

This is a more powerful form of branding, because by engaging with culture more directly, brands in effect can become a part of that culture, thereby deepening their relevance and connection with customers. And that has never been more prescient or necessary."

Reference: Quora. “How Do Brands Become Part Of Our Culture?” Forbes, Forbes Magazine, 10 Aug. 2018

i mean they dont have to