Wholly Guacamole’s Drive-Thru Pop-Up Celebrates National Guac Day

The Pit Stop in Dallas also accepts imperfect avocados 

Photo of a Wholly Guacamole drive-thru
The Pit Stop takes drive-ups and walk-ups. Wholly Guacamole
Headshot of Ian Zelaya

Today is National Guacamole Day, and Wholly Guacamole is celebrating the occasion with what is now a rare 2020 find: an in-person pop-up.

The refrigerated guacamole brand is hosting the Pit Stop, a daylong drive-thru and walk-up stand at the Legacy West shopping mall in Dallas, offering free guac and chips to consumers. The activation comes after the MegaMex-owned brand unveiled new packaging in early September.

“The Pit Stop celebrates the convenience of Wholly Guacamole products while giving local residents a fun and socially distanced way to enjoy our favorite food on this annual holiday,” senior brand manager Diana Pusiri said in a statement.

Wholly Guacamole

To ensure consumer safety and limit physical contact, the brand is serving the chips and guac in closed to-go containers. For walk-ups, safety measures include hand sanitizer stations; signage, floor decals and line control to uphold social distancing; and staff wearing masks and gloves.

Wholly Guacamole, which is based in the Dallas–Fort Worth metroplex, is also inviting fans to donate overripe or underripe avocados at the pop-up. Any consumer who donates will be entered to win free guacamole for a year, with the brand choosing five recipients. The brand will repurpose or compost any donated overripe avocados to send to Recycle Revolution Dallas.

For those not in Dallas, the brand has launched a contest on its Twitter account where fans can also enter to win free guac for a year.

“With roots in Texas and over 700 employees based in the Lone Star State, we are excited to share our love of guac with Dallas locals,” Jean Talley, HR manager at MegaMex Foods, said in a statement. “I have been with the company here in Saginaw for the last 26 years and we love giving back to the community any way we can—from blood drives to food drives and toy drives. This is such a fun way to celebrate National Guacamole Day on our home turf.”

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.