Maggie and Marlow
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Linnaeus, part of Mars Veterinary Health, sought to launch a new flagship veterinary brand as part of its expansion strategy. The business has grown through strategic acquisitions of established, well-known veterinary services, each with their own brand, values and positioning.
Tribera was appointed as the creative partner to develop a new flagship brand that showcased their new proposition and customer experience. Tribera was tasked with developing the new proposition, positioning, visual identity and brand experience for the new Kidderminster practice.
Client Challenge
January is typically a strong period for Grenade, driven by seasonal health resets. However, 2018 saw a decline in interest, with online searches and performance down in comparison to previous years. The brand needed to revive attention, reframe perceptions of its Carb Killa range - the ultimate low sugar, high protein snack - and drive both ecommerce and retail performance. It was also critical to build lasting brand awareness beyond the initial campaign spike.
Our Solution
Tribera devised a bold multichannel activation, anchored by a disruptive PR stunt in Grand Central, Birmingham. The experiential event takeover featured games, sampling of Grenade’s Carb Killa product, influencer appearances, and photo moments, running 7am–7pm over two days.
We supported this with coordinated efforts across social (Instagram, TikTok, Facebook), targeted paid campaigns, influencer seeding, punchy email marketing, digital OOH, PPC, PR, and instore takeovers - ensuring consistent tone and messaging at every touchpoint.
Across all channels, the messaging was consistent: rebel against the bland.
Initial results
The campaign not only re-asserted Grenade’s market-leading position, but also created a cultural moment. With the Snacking Revolution, Tribera helped transform a product push into a compelling brand movement - redefining how healthy snacking is experienced, shared and talked about.
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