Chipotle Mexican Grill has debuted a 3-foot-wide, 170-liter (45-gallon) bag that serves as both a bold fashion statement and a marketing stunt that exemplifies the creative style of its chief brand officer, Fernando Machado.

Within the span of just seven weeks, Machado has rolled out three creative campaigns that point to a buzzier, more social media-friendly approach that intends to lure diners to the brand’s 4,200 restaurants.

On Tuesday, the company debuted its “Big Ass Chipotle Bag,” a limited-edition accessory that will star in a national advertising campaign to promote the company’s family meal kits.

This follows a campaign that featured footage from 100 content creators, which debuted in August and was the first national ad spot from Machado since he joined Chipotle in June. Earlier in October, Chipotle unveiled a new music track recorded by a vegetable orchestra (yes, really!) at London’s Abbey Road Studios.

“Evolving brand messaging, in my mind, is not a total disruption with what has been done in the past,” Machado tells Fast Company.

Machado says his plan is to push the boundaries of creativity for Chipotle’s messaging, while also retaining the food-and-ingredient-focused ethos that gave the brand a distinctive voice in the restaurant sector. He has vowed to avoid making any sweeping changes to the branding, logos, or taglines, moves he says are mistakes frequently made by new chief marketing officers.

This week’s “Big Ass Chipotle Bag” campaign takes a cue from the oversized bag trend that’s become a hit on runways and has been embraced by major luxury brands, including Chanel and Bottega Veneta.

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