GRENADE UK
#SnackingRevolution Birmingham
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Grenade partnered with Tribera to deliver its first fully integrated 360 marketing campaign, built around a bold, category-challenging brand proposition. As a long-term collaborator, Tribera was tasked with creating a movement - not just a message - to shift consumer perceptions of healthier snacking.
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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