Chomps Leans Into American Nostalgia With Immersive Pop-Up
Chomps, the fast-growing meat snack brand, staged an immersive pop-up in August that played up nostalgia with its back-to-school activation, the “Protein Pit Stop.”
The pop-up, which looked like a classic, retro-styled American gas station and diner, appeared in Austin, Texas, and was designed to help families prepare for the hectic back-to-school season.
Activation Details
The event offered a mix of family friendly services and brand engagement.
Attendees could stop by for internal car tidying and organization to prepare for school commutes, explore a dedicated “Snack Zone” stocked with Chomps meat sticks, and interact with other themed activations, activities and photo-ops.
By the end of the weekend, the Protein Pit Stop welcomed over 1,000 "Chompians" from the Austin community and serviced more than 120 cars, the brand said in a media release.
The event’s retro/nostalgic aesthetic played a key role in the storytelling. A red, white and black color palette, checkered wall patterns, striped umbrellas and a vintage car on-site reinforced the mid-20th-century Americana. Signage such as “Car Pick-Up” tied back to the drive-in theme while positioning Chomps’ protein sticks as everyday “fuel.”
“Back-to-school can be a stressful time,” Rashid Ali, CEO of Chomps, said in the release. “Whether it’s stocking up on high-quality snacks or getting your car ready for the kids, we want to make this season a little easier. The Protein Pit Stop is our way of supporting families with real protein and zero compromises.”
Brand Context
The activation comes as Chomps continues to capitalize on momentum in the $24 billion protein snack market. The brand, which emphasizes real ingredients and bold flavors, has reported a 201% year-over-year sales increase and now produces an average of 2 million individually wrapped sticks per day.
The pop-up represents how Chomps is taking its message directly to consumers — empowering healthier, more convenient lifestyles while boosting brand awareness and trial in a competitive snacking category.
A minority- and family-owned company, Chomps offers high-quality meat snacks made from grass-fed, grass-finished beef and antibiotic-free turkey. The Protein Pit Stop exemplifies how the brand is taking its message directly to consumers — empowering healthier, more convenient lifestyles while boosting brand awareness and trial in a competitive snacking category.
