When a brand is already dominating in one market, expansion often comes with a dangerous temptation: play it safe. But Grenade, the UK’s #1 protein bar brand, didn’t become a category leader by doing what’s expected—and they weren’t about to start now.
As we prepared to help Grenade break into Canada, one thing became clear: this launch couldn’t just be a rollout—it had to be a moment. Something people would talk about, share, and remember. Why? Because the healthy food and protein space is exploding, and Canadian consumers have high expectations. They’re looking for taste, convenience, and purpose—and they’re not interested in compromises. To prove to Canadians that Grenade was an upgrade from their usual protein bar, we invited them to try Grenade’s uncompromising flavour for themselves with “The Grenade Upgrade.”
On April 14, myself and Martha Kirkby, Brand Manager, North America at Grenade, spoke at the Experiential Marketing Summit in Las Vegas, hosted by Event Marketer to recap our experience in producing a 2-day activation to introduce the protein bar to Canadian consumers. The following will give you context on the brand and key takeaways for anyone looking to expand their client’s product into a new territory.
The Insight
The foundational insight behind our creative strategy was simple but powerful: we compromise so often, we forget that sometimes we shouldn’t, or don’t have to. That’s true in life—and it’s especially true when it comes to “healthy” snacks.
Over the course of a long weekend in August, we treated Torontonians to a truly upgraded experience. We transformed one of the city’s bare bones free outdoor gyms into a top-tier fitness experience, to create the best of both worlds: a high-end workout, without the high-end price tag. Our main message we wanted to convey was: Grenade doesn’t compromise, and neither should you.
The Approach
To cut through, we built a 3-phase experiential and digital strategy:
- Aware & Announce – We made noise through social teasers, content, 43 Wild postings, and paid media across Meta and TikTok, driving 246K+ unique impressions and over 85K video views.
- Amplify & Authenticate – A PR blitz plus influencers and micro-creators brought credibility to the conversation and the brand, fuelling brand discovery and word of mouth. Toronto’s top trainers taught free fitness classes for Torontonians looking to get outside and be healthy over the Labour Day long weekend.
- Activate & Acuate – Effective use of multi-channel marketing amplifies campaign reach and impact. We leveraged out-of-home ads, digital content, PR, and influencer partnerships to maximize awareness. This comprehensive approach ensured broad visibility and sustained engagement beyond the initial activation event. It wasn’t just a promo—it was a full-sensory brand experience.
What Worked
Grenade isn’t subtle. It’s cheeky, loud, and full of swagger—and our activation leaned into that DNA. Our job wasn’t to tone the brand down for a new market—it was to turn it up in a way that felt localized and relevant.
We used humour. We used muscle. We used sweat. And we gave Canadians a taste of what made Grenade a category-leader overseas.
The Result: Canada’s #1 Single Protein Bar
This wasn’t just a pop-up; it was a full-scale glow-up.
Over the course of our weekend-long activation, Grenade made some serious gains:
- 8,000 Samples (160% of goal)
- 500 samples/hr
- 81K Engagements (401% of goal)
- 69.2 Million Media Impressions (352% of goal), 88% Earned
And just months after launching in Canada with our long-weekend activation, Grenade Salted Caramel became the best-selling protein bar in Canada by the end of 2024. Proving that the Grenade Upgrade definitely raised the bar. And most importantly: the brand stayed true to itself every step of the way.
Final Takeaways
Breaking into a crowded market isn’t about fitting in—it’s about standing out.
- Never compromise the brand personality to chase broader appeal.
- Be reactive and ready to overcome hurdles—every new market comes with surprises.
- Localize without watering down – “Canadian” doesn’t mean quiet.
- And always, always bring the noise.
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Steve Miller is partner and ecd at FUSE Create in Toronto.
