U.K. protein bar brand Grenade is looking to make inroads with Canadian consumers who currently shop the nutrition aisle, a category that is well-established and fraught with competition. To give more people a chance to try its products, Martha Kirkby, Grenade brand manager in North America, tells strategy that the brand plans to transform Toronto’s Ashbridges Bay Park into an outdoor gym.
From Aug. 31 and Sep. 1, the Grenade gym will be have Supra equipment available to anyone who stops by for a workout. The activation will include a DJ, a hydration station and samples of the protein bars. Grenade will also provide training courses with personal trainers and hold contests in which participants can win a pass to the Altea gym, boxes of Grenade products, backpacks and workout towels featuring the brand’s logo.
The creative for the event reinforces Grenade’s tagline, “Don’t Compromise,” which emphasizes the idea that Canadians shouldn’t sacrifice their workouts for other activities, especially on the Labour Day long weekend. It’s also looking to communicate that consumers don’t need to compromise on taste for their health, with the brand offering flavours like Oreo.
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Toronto is the ideal city to reach the brand’s target audience because it’s one of the most populated cities in North America and easily accessible by many modes of transportation, says Kirkby. Ashbridges Bay Park is also a hotspot for fitness enthusiasts, which matches the target population the brand is looking to reach. In particular, the company is targeting Canadians between the ages of 18 and 35 with an active lifestyle.
Kirkby adds that the activation is in line with Grenade’s current positioning, but represents a major marketing effort to reinforce the brand’s personality in Canada.
The media plan includes promotion through social media, OOH in Toronto neighbourhoods, including posters near Queen West and Union, influencer marketing and ads in the Weather Network app. Fuse Create is handling both creative and media buying.
