Chex Mix and New Mexico Partner for Route 66 Centennial

SANTA FE, N.M. – The New Mexico Tourism Department and Chex Mix are collaborating to celebrate the upcoming 100th anniversary of Route 66, marking the milestone with limited-edition packaging and a travel sweepstakes. The partnership aims to highlight New Mexico's significant stretch of the historic highway, officially celebrating its centennial in November 2026.

Specially designed Chex Mix BOLD packaging featuring New Mexico themes is now available in convenience stores nationwide. These unique packages, along with Route 66-inspired displays, commemorate the state's connection to "The Mother Road." This initiative seeks to blend nostalgia with the discovery of the attractions along New Mexico's portion of the route.

Route 66 spans over 460 miles across New Mexico, showcasing updated vintage motels, Indigenous cultural sites, classic diners, and iconic roadside attractions. The state boasts the longest continuous urban stretch of Route 66, positioning it as a key location for centennial celebrations and ongoing revitalization efforts for the historic highway.

As part of the promotion, New Mexico Magazine is hosting the "Chex Mix™ Hits the Road in New Mexico" sweepstakes. The grand prize includes a curated Route 66 road trip for two, featuring hotel accommodations in Gallup, Albuquerque, Santa Fe, and Tucumcari, a VIP experience at Acoma Pueblo Sky City, museum passes, and a rental car.

This collaboration is integrated into New Mexico's broader statewide celebration of the Route 66 Centennial, which includes festivals, public art installations, and new visitor experiences planned throughout the state for 2026.