Chipotle is giving away a three-foot-wide takeout bag starting Oct. 13, and it wants 2,000 U.S. Rewards members a week to fight for one. The stunt promotes the chain's Family Meals deal, a $10-per-person offering that hands groups everything they need to build their own tacos, salads, nachos and bowls.

Each week, 2,000 Chipotle Rewards members who order a family meal through the app or website qualify to win a Big Ass Chipotle Bag. For the first two days the competition runs, Chipotle will also hand out a small number of bags at select restaurants across the U.S. and Canada.

How big is the bag, exactly?

The numbers do the talking. The bag holds 170 liters and measures 36 inches wide, 24 inches tall and 12 inches deep. The idea was to take one of Chipotle's most recognizable brand assets and blow it up, literally.

Chief Brand Officer Fernando Machado said: "We took one of the most recognizable parts of the Chipotle experience, gave it an outsized upgrade, and created something that's impossible to miss. It's fun, it's ridiculous, and it's exactly the kind of thing we knew our fans would want to get their hands on."

The Big Ass Chipotle Bag is early work from Machado, the former Burger King CMO who joined Chipotle in June as part of its turnaround plans. In short: this is the new brand chief signaling what his era looks like.

Why does this campaign matter for Chipotle's agency setup?

The campaign is the first major collaboration between Chipotle and Gut, its new creative agency partner. Chipotle did not hold a pitch for the partnership, a brand spokesperson said, and it works with a roster of creative partners across different campaigns and initiatives. Machado worked closely with Gut during his Burger King years.

For its debut work, Gut borrowed from high-fashion campaigns and turned a functional takeout bag into a desirable object. To signal the scale, the campaign stuffs the bag with oversized items — a trumpet, a Christmas tree and even a chair from the restaurant.

Ricky Casal, chief creative officer at Gut Miami, said the idea needs no explanation. "You see this ridiculously oversized Chipotle bag and immediately get the joke. We leaned into that simplicity, treating it like a luxury object and letting the scale do the storytelling," he said.

What's the commercial logic behind the stunt?

The bag pushes Family Meals, previously known as Build-Your-Own Chipotle, at $10 per person. Stephanie Perdue, Chipotle's senior vice president of brand marketing, called group occasions a "growing part" of the burrito chain's business.

"With enough food to serve four to six people, it's a convenient option for dinner, game days and all the moments when everyone wants something a little different," Perdue said.

The campaign lands amid noise Chipotle didn't create. The Financial Times reported that Starbucks has explored a takeover of Chipotle, a move that would reunite Starbucks CEO Brian Niccol with the chain he previously led. Neither company has publicly confirmed the reported talks. Machado's oversized bag gives the brand something else to talk about — and gives Gut a debut that sets the bar for the partnership.