Crave Launched Campus Brand Pop-Up Events

The Gen Z CPG network connects consumer brands with college students through curated campus pop-up activations.

Updated on Sept. 24, 2026 in Food and Drink

Live Poll

Is now a good time to engage with brand sampling events at your local college campus?

Founded by Alana Andrews and Grace Anne McCooey, Crave creates campus experiences to link consumer brands directly with college students. The network held its first major event at the University of Pennsylvania in spring 2026.

Why it matters

Brands partner with Crave to establish early brand loyalty among students who are gaining independent purchasing power. By concentrating these interactions on campus, companies can build trust with the Gen Z demographic.

Brands pay between $300 and $1,000 to participate in the pop-up network. Crave aims to execute 25 total events by the conclusion of the 2027 school year.

The players

Alana Andrews

She is a co-founder of the Gen Z CPG network Crave.

Grace Anne McCooey

A co-founder of Crave, she is currently pursuing an MBA at Syracuse University.

Crave

This startup functions as a CPG network designed to bridge the gap between consumer brands and college students.

The details

Crave manages logistics by renting cold and dry storage and hiring third-party trucking firms to transport merchandise. The startup hires student crews at each location to handle brand ambassadorship, event operations, and content creation.

Crave held its first major event at the University of Pennsylvania in Spring 2026.
A pop-up event took place at Princeton University during 2026.
Four additional events are planned for the remainder of 2026.
Crave expects to complete 25 total events by the end of the 2027 school year.

Industry Dynamics

Crave follows the established pattern of specialized marketing firms leveraging the concentrated consumer behavior of college students. This reflects a broader trend of brands prioritizing early acquisition of Gen Z customers through experiential, campus-based marketing.

Students at participating campuses gain early, physical access to new consumer products before they hit mass retail shelves. These events provide a low-friction way for students to sample goods while companies gather direct feedback from the collegiate demographic.

The takeaway

Crave demonstrates how startups can leverage student labor to solve logistical challenges in campus marketing. Brands looking to capture Gen Z interest are increasingly moving away from digital-only ads in favor of these high-touch, localized student experiences.