Chomps: Brand Positioning Case Study

In 2012, Pete Maldonado and Rashid Ali each invested $3k to launch a meat stick brand called Chomps.

Just over a decade later, it’s valued at over $300M and is now one of the fastest growing beef jerkey brands in the world.

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Let’s get into it…

💼 The Brand: Chomps

A healthy meat stick brand packing plenty of protein and no unhealthy fillers and sugar.

💛 The Heart (Purpose and Values)

Being a family-owned brand — Chomps takes pride in their products, values transparency, and strives to choose people over profits.

👤 The Head (Positioning and Strategy)

Chomps positions itself as the healthiest (and coolest) beef stick brand on the market.

By leveraging the power of social media and sponsoring fitness influencers — they’re outpacing other better known brands in the space.

They’re not some cheap "gas station" beef stick.

They’re an elevated choice of a healthy lifestyle.

While most beef snacks are loaded with sugar, preservatives, and plenty of fillers…

Chomps has 0 sugar, 0 preservatives, 0 fillers, and is even Whole30/Keto approved.

This positioning has enabled their brand to be motivational in nature, much like Gatorade has done through the years by hitching their wagon to team sports.

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✋ The Hands (Tactics)

Here’s a few of the ways Chomps has been able to capitalize on their emotional edge: 

Modern, Trendy Packaging that Stands Out - Chomps is sold in stores like Trader Joes, Whole Foods, and Walmart. By packaging their products in colors and fonts completely different than competitors — it makes them stand out.

Influencer + Partnership Marketing - Chomps has went all in on influencer and partnership marketing. They recently sponsored Jesse Itzler’s Running Man festival giving out free sticks to thousands of attendees and also offer a “Get Paid to Post” program for Tik Tok and Reels featuring their product.

Smart SEO + Content Marketing - Chomps does a great job leveraging its happy customers in its “Chompian of the Month” series as well as targeting high volume, trending KWs.

⚡️ Find Your Emotional Edge Like Chomps

Chomp’s emotional edge is aspirational in nature. By eating their beef sticks, you’re making an intentional choice to care for your body better.

A beef stick might not seem like an “emotional” purchase at first glance. But that’s just because Chomps is the first to tie this snack to someone’s identity.

For your brand or business, take a few moments to consider what the aspirational identity might be for your target audience.

Do they want to be healthier? Smarter? Stronger?

It’s not mandatory to speak to someone’s identity, but if you can, you’ll create an even stronger emotional connection.

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