The digital landscape of 2024 has been significantly shaped by the emergence of niche, brand-centric content that leverages existing social media templates to achieve massive reach. At the forefront of this movement is the "We’re Costco Guys" phenomenon, a viral series of videos produced by the father-son duo known as A.J. and Big Justice. Originally posted to TikTok under the handle @a.j.befumo, the content has transcended simple food reviews to become a cornerstone of contemporary internet culture, spawning countless parodies, artistic recreations, and a new lexicon for retail enthusiasts. This report examines the origins, the rapid dissemination, and the broader cultural implications of the Costco-themed viral trend.
The Genesis of a Retail Phenomenon
The "We’re Costco Guys" meme originated on March 1, 2024, when A.J. Befumo and his son, Big Justice, uploaded a video filmed within the confines of a Costco wholesale warehouse. The video utilized a popular "snowclone" phrasal template known as "We’re X, Of Course We Y." In this specific iteration, the duo highlighted their affinity for the Costco experience through rhythmic, high-energy delivery.
The video begins with Big Justice stating, "We’re Costco guys! Of course, we go shopping while eating a chicken bake!" This is immediately followed by A.J. Befumo adding, "We’re Costco guys! Of course, we had to try the new double chunk chocolate cookie!" The enthusiasm of the creators, combined with the relatable setting of a major American retailer, resonated almost instantly with the platform’s algorithm and user base. Within the first two weeks of its upload, the original video amassed over 20.3 million views and 2.1 million likes, establishing it as a definitive moment in 2024’s social media timeline.
Contextualizing the "We’re X, Of Course We Y" Trend
To understand the success of the Costco Guys, one must look at the structural framework they employed. The "We’re X, Of Course We Y" trend gained significant traction on TikTok between late 2023 and early 2024. The trend functions by having individuals identify with a specific group—be it a profession, a subculture, or a family dynamic—and then listing stereotypical behaviors associated with that identity.
Earlier iterations included the "We’re DINKs" (Double Income, No Kids) trend and various videos focusing on regional identities, such as "We’re from Michigan, of course we call it pop." By applying this established format to the specific, almost cult-like following of Costco, A.J. and Big Justice tapped into a pre-existing community of millions of Costco members who find humor in the store’s unique cultural markers, such as the $1.50 hot dog combo, the chicken bake, and the newly introduced $2.49 double chunk chocolate cookie.
Chronology of Viral Expansion
The trajectory of the "We’re Costco Guys" meme followed a classic viral pattern: initial upload, rapid imitation, and eventual "deconstruction" through remixes and edits.
- March 1, 2024: The original video is posted. It gains immediate traction due to the duo’s signature "Boom!" catchphrase and high-energy presentation.
- March 1–5, 2024: High-profile TikTokers begin duetting the video. One notable example by user @cheeseballsinthehizhouse garnered 3.5 million views in a matter of days. During this window, other creators, such as @wizardinatshirt, began filming physical recreations inside Costco warehouses, further cementing the "Costco Guy" persona as a replicable archetype.
- March 6–10, 2024: The meme enters its artistic and "abstract" phase. Creators began posting hand-drawn animations and illustrations of A.J. and Big Justice. Simultaneously, "void memes"—a subgenre of internet humor that applies unsettling filters, distorted audio, and horror elements to upbeat content—began to circulate. A "distressing edit" by @hexgd, which warped the creators’ faces into a nightmare-inducing aesthetic, received 3.3 million plays.
- March 12, 2024: A.J. and Big Justice lean into the momentum by releasing a follow-up video focusing exclusively on the "Double Chunk Chocolate Cookie." In this video, A.J. repeatedly answers the question "What’s that?" with the phrase "It’s a double chunk chocolate cookie." This repetitive structure provided new fodder for lip-syncing and sound-based memes.
Supporting Data and Social Media Metrics
The quantitative impact of the Costco Guys is substantial, reflecting a high level of engagement across multiple demographics. The following metrics illustrate the scale of the trend as of mid-March 2024:
- Original Video Views: 20.3 million+
- Engagement Rate: Approximately 10.3% (likes-to-view ratio), which is significantly higher than the platform average of 4-6%.
- Sound Usage: The "original sound" from the March 1st video has been utilized in thousands of derivative clips, ranging from sincere Costco fans to satirical parodies.
- Follower Growth: A.J. Befumo’s account saw a sharp uptick in followers, transitioning from a niche family-content creator to a mainstream internet personality.
Official Responses and Corporate Impact
While Costco Wholesale Corporation typically maintains a conservative public relations stance and rarely comments directly on social media memes, the organic marketing value generated by the "Costco Guys" is undeniable. The "Double Chunk Chocolate Cookie," which was introduced to replace the long-standing food court churro in early 2024, received a massive boost in visibility.
Marketing analysts suggest that this type of "unsolicited brand advocacy" is more effective than traditional advertising. By associating the product with a high-energy, positive family dynamic, the meme created a "must-try" sentiment among viewers. In several regions, Costco members reported increased wait times at food courts, specifically for the cookie and chicken bake, as younger customers visited the warehouses specifically to recreate the TikTok content.
Analysis of Implications: The New Era of Family Creators
The "We’re Costco Guys" phenomenon highlights several shifts in the digital content economy. First, it demonstrates the power of "hyper-sincerity." In an era of cynical or overly produced content, the unbridled enthusiasm of A.J. and Big Justice stands out. Their content is characterized by a "larger-than-life" wrestling-style delivery—a nod to A.J. Befumo’s background in professional wrestling—which lends itself to meme-making.
Secondly, the trend illustrates the "retail as a destination" culture. For many Americans, big-box retailers like Costco are not just places to purchase bulk goods; they are community hubs with their own internal traditions. By gamifying the shopping experience, the Costco Guys have turned a mundane errand into a cultural event.
Finally, the transition of the meme into "void" or "horror" edits reflects the internet’s tendency to balance wholesome content with surrealism. The fact that the same video can be used to promote a family outing and serve as the basis for a disturbing digital art piece speaks to the versatility of the original footage and the diverse ways in which different internet subcultures consume media.
Broader Impact and Future Outlook
As the "We’re Costco Guys" meme continues to evolve, it serves as a blueprint for how family-based creators can achieve viral success without relying on controversial or staged "prank" content. The focus on shared experiences, brand loyalty, and repetitive catchphrases creates a "sticky" brand identity that is easily digestible for the TikTok algorithm.
In the coming months, it is likely that other brands will attempt to replicate this success through influencer partnerships. However, the organic nature of the A.J. and Big Justice phenomenon suggests that authenticity—or at least a very high-energy version of it—remains the primary driver of viral longevity. Whether the "Double Chunk Chocolate Cookie" remains a permanent fixture of the Costco menu or eventually fades like the churro before it, the "Costco Guys" have secured their place in the 2024 social media canon, proving that sometimes, all it takes for internet stardom is a membership card and a "Boom!"
