Case Study: Chomps

Why Was Chomps Unique, and What Made Them Stand Out?

For decades, the meat snack aisle was dominated by hyper-masculine brands like Slim Jim and Jack Link’s. Their branding leaned heavily on ruggedness, toughness, and stereotypical “man food” positioning—beef jerky marketed with aggressive ads, dark packaging, and bold macho energy.

Chomps disrupted that space with a bold, colorful, and inviting identity. Instead of dark tones and masculine cues, Chomps went with bright, cheerful wrappers in a rainbow of colors. They marketed their products not as extreme road-trip jerky, but as clean, high-protein snacks for everyone.

One of the most telling stats: 53% of Chomps customers had never bought a meat snack before. That means the brand successfully expanded the entire category, pulling in health-conscious women, parents, and young professionals who never saw themselves in the old jerky aisle.

Their Detailed Marketing Strategy

Chomps leaned into three major strategies: category disruption, lifestyle alignment, and accessibility.

1. Category Disruption Through Design
   Packaging became Chomps’ first ad campaign. With bright colors and clear labeling (“grass-fed,” “10g protein”), Chomps stood out instantly on crowded shelves. They didn’t need to scream “man food”—they invited anyone to grab a bar.

   

2. Lifestyle Marketing, Not Just Food Marketing
   Chomps positioned themselves alongside fitness, wellness, and family lifestyles. Instead of associating jerky with gas stations, they showed it in gyms, offices, lunchboxes, and hiking trails.

3. Emphasis on Health & Clean Eating
   Chomps differentiated by highlighting their natural ingredients—grass-fed beef, no sugar added, Whole30 and Paleo approved. Health credentials became part of the brand identity, not fine print.

4. Retail & Digital Integration
   Chomps leveraged direct-to-consumer e-commerce early on, using social media ads to educate new customers. Once awareness grew, they scaled into national retailers like Trader Joe’s, Target, and Walmart—placing their bright packaging right next to legacy jerky.

5. Inviting New Consumers with Positive Messaging
   Unlike Slim Jim’s absurd humor or Jack Link’s aggressive “Messin’ With Sasquatch” campaign, Chomps’ ads leaned into clean fun, positivity, and inclusivity. Their message wasn’t “this is man food,” but “this is real food, and it’s for you.”

How Can Other Business Owners Use/Implement This?

• Flip the category script. Look at what your competitors all do the same way, then intentionally go the opposite. Chomps broke into a stagnant aisle by doing the opposite of dark/macho design.

• Use packaging as advertising. Bold, distinctive packaging that communicates your mission can replace expensive ads when you’re in crowded retail environments.

• Target the “non-customer.” Chomps grew by focusing on people who had never bought meat snacks before. In any industry, there’s opportunity in customers who don’t buy the category because it doesn’t speak to them.

• Lean into lifestyle, not just product. Sell the role your product plays in everyday life, not just the ingredients.

Takeaways

• Disruption Works: In categories dominated by legacy brands, a bold visual and tone departure can win attention.

• Inclusivity Expands Markets: 53% of Chomps buyers were brand-new to meat snacks, proving inclusivity creates category growth.

• Packaging = Marketing: Chomps’ colorful wrappers became their loudest billboard on the shelf.

• Health + Fun = Modern Relevance: By combining wellness credentials with inviting design, Chomps became the go-to snack for a broader audience.