6-year-old Reese Jackson boy lands major brand deal with Chipotle

BY Preta Peace Namasaba July 2, 2024 5:32 AM EDT

Social media, particularly digital creators and influencers are an integral part of modern marketing strategies. Influencers get to share content they are passionate about, build a following, and collaborate with their favorite brands. And now, six-year-old Reese Jackson gets to reap some dividends from the $21 billion industry.

The New Orleans native recently became a viral sensation on TikTok after posting a video of himself enjoying his meal during his first visit to Chipotle. Jackson is seen enthusiastically eating his meal and responding to his mother’s question about what he likes about it. His serious expression and unequivocal appreciation for the food appealed to social media users, with the video garnering 24 million views and over 3.4 million likes. Jackson caught the brand’s attention.

“Oh, they got the right thing. It’s going to stay on this earth for a long time. A long time,” Jackson said nodding with approval while holding a forkful of greens in his viral TikTok video.

Chipotle reached out to Jackson and officially teamed up with him. The brand is now promoting his video across their platforms, alongside another viral teen who also loves the restaurant’s food. This brand deal is an excellent marketing opportunity for Chipotle and an exciting introduction to the business world for the young Jackson.

A rising first grader at Our Lady of Perpetual Help School, Jackson loves to crack jokes, do pranks, and have great conversations over a good meal. His mother began recording their interactions as she loved his expressions of happiness and joy when he received his meals. A natural at dramatic play, Jackson has never attended any acting lessons. However, with this major brand deal, his mother is open to enhancing his acting education.

“I started recording because I loved his reaction and the happiness and joy he expressed to me, and how grateful he is when he receives his meals,” Jackson’s mother explained the reason she started doing social media.