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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Gas Prices Too High? This Service Station Pumps Cheez-Its Instead

To celebrate Cheez-It's latest brand campaign, Kellogg Company turned a desert gas station into an oasis for Cheez-It lovers—complete with gas pumps that release snack bags into visitors' cars.

Claire Hoffman
June 9, 2023

The Cheez-It Stop is located at 61943 Twentynine Palms Highway in Joshua Tree, along a popular highway that drivers would take en route from Los Angeles and San Diego. It’s open to the public June 5-11, from 10 a.m. to 6 p.m. daily.The Cheez-It Stop is located at 61943 Twentynine Palms Highway in Joshua Tree, along a popular highway that drivers would take en route from Los Angeles and San Diego. It’s open to the public June 5-11, from 10 a.m. to 6 p.m. daily.Photo: Katie Gardner for Cheez-It
JOSHUA TREE, CALIF.—
No, that giant Cheez-It you see on the highway to Joshua Tree isn’t a mirage. It’s actually a clever promotion from the snack brand, which is running the retro Cheez-It Stop from June 5-11 along the Twentynine Palms Highway in the Southern California desert.

The throwback pop-up shop—which takes over The Station, a renovated 1949 service station that can be rented for private events—is full of Instagram-worthy aisles stocked with branded collectibles, merch, and, of course, snacks. Outside, things get even weirder: Instead of gas pumps, the brand has built what they’re calling the “World’s First and Only Cheez-It Pump” that literally pumps a stream of Cheez-It bags right into your car window. Clearly, it's the alternative fuel source consumers need to keep them going on a long road trip! 

The tongue-in-cheek activation, which was conceived by Weber Shandwick with production by All Terrain, ties into the brand’s newest campaign—playfully named “Want It. Need It. Cheez-It.”—that highlights the absurd lengths fans will go to fuel up on the snack. "We know many Cheez-It fans love to travel and they never hit the road without their beloved Cheez-It,” explained Erin Storm, Cheez-It's brand senior director. “We created this brand-first desert outpost to capture the excitement of summer road trips and encourage fans who ‘Want It. Need It. Cheez-It’ to fuel up throughout their adventures.”

Retro roadside attractions—particularly with a gas station theme—have been a popular choice for brands in recent years, with brands like YSL Beauty, Marvel, and 818 Tequila all recently popping up in the SoCal desert with their own headline-grabbing versions. Scroll down to see all the cheesy (pun intended!) details of the Cheez-It Stop. 

Vendors:
Creative, Strategy, and PR: Weber Shandwick
Event Production: All Terrain
Fabrication: Show Imaging
Photo Experience: Designed by Love Photobus
Photography: Katie Gardner
Videography: Chris Angeles Media
Venue: The Station

The Cheez-It Stop is located at 61943 Twentynine Palms Highway in Joshua Tree, along a popular highway that drivers would take en route from Los Angeles and San Diego. It’s open to the public June 5-11, from 10 a.m. to 6 p.m. daily.
The Cheez-It Stop is located at 61943 Twentynine Palms Highway in Joshua Tree, along a popular highway that drivers would take en route from Los Angeles and San Diego. It’s open to the public June 5-11, from 10 a.m. to 6 p.m. daily.
Photo: Katie Gardner for Cheez-It
Inside the Cheez-It Stop is a throwback to nostalgic roadside gift shops. The aisles are lined with mementos and hard-to-find Cheez-It flavors available for purchase.
Inside the Cheez-It Stop is a throwback to nostalgic roadside gift shops. The aisles are lined with mementos and hard-to-find Cheez-It flavors available for purchase.
Photo: Katie Gardner for Cheez-It
Visitors can also shop exclusive merch and collectibles to commemorate their visit to the cheesy attraction. The products tie into the brand's newest tagline, “Want It. Need It. Cheez-It.”
Visitors can also shop exclusive merch and collectibles to commemorate their visit to the cheesy attraction. The products tie into the brand's newest tagline, “Want It. Need It. Cheez-It.”
Photo: Katie Gardner for Cheez-It
Like any good roadside shop, the pop-up also offers postcards and shot glasses. There’s also on-theme graffiti and artwork, plus little touches like decorative Cheez-It crackers adorning the cactus flowers.
Like any good roadside shop, the pop-up also offers postcards and shot glasses. There’s also on-theme graffiti and artwork, plus little touches like decorative Cheez-It crackers adorning the cactus flowers.
Photo: Katie Gardner for Cheez-It
The absurdity continues outside with a clever stunt that replaces car fuel with snack fuel: A special branded pump releases a stream of Cheez-It bags directly into car windows.
The absurdity continues outside with a clever stunt that replaces car fuel with snack fuel: A special branded pump releases a stream of Cheez-It bags directly into car windows.
Photo: Katie Gardner for Cheez-It
Large signage on the side of the road attracts attention from passersby.
Large signage on the side of the road attracts attention from passersby.
Photo: Katie Gardner for Cheez-It
In another retro touch, an oversize muffler man holding a branded Cheez-It pump draws attention outside the activation.
In another retro touch, an oversize muffler man holding a branded Cheez-It pump draws attention outside the activation.
Photo: Katie Gardner for Cheez-It
The pop-up took over The Station, a renovated 1949 Richfield service station that typically sells souvenirs, T-shirts, gifts, and more. The space can be rented for brand activations, private events, commercial photo shoots, and even weddings.
The pop-up took over The Station, a renovated 1949 Richfield service station that typically sells souvenirs, T-shirts, gifts, and more. The space can be rented for brand activations, private events, commercial photo shoots, and even weddings.
Photo: Katie Gardner for Cheez-It
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