To promote U.K.-based Grenade in Canada, the protein bar brand will transform a Toronto park into an outdoor gym as part of an experiential campaign that includes social, OOH and digital ads in the Weather Network app.
During Aug. 31 and Sep. 1, Grenade will host a workout space within Toronto’s Ashbridges Bay park, complete with Supra equipment for anyone who stops by. The activation will also include a DJ, a hydration station and free samples of the protein bars.
Grenade will also provide free 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 media plan includes 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 media buying and creative.
The creative for the event reinforces the brand’s tagline, “Don’t Compromise,” which revolves around the idea that Canadians shouldn’t sacrifice their workouts for other activities, especially on a long weekend.
Grenade brand manager in North America Martha Kirkby tells MiC that the team is looking to raise awareness within the nutrition category, which is already well-established in Canada and in strong demand, with many brands competing for space.
“This event and messaging will help to cut through the noise and differentiate ourselves in the market, as well as give more people a chance to try the product,” Kirkby says.
According to Kirkby, Toronto is the ideal city to reach that goal because it’s the most populated city in Ontario and is easily accessible by many modes of transportation. Plus, Ashbridges Bay park is a hotspot for fitness enthusiasts, which matches the target audience the brand is looking to reach. In particular, the company aims to reach Canadians between the ages of 18 and 35 with an active lifestyle.
Kirkby adds that the activation is in line with the Grenade’s current positioning, but represents a major marketing effort to reinforce the brand’s personality in Canada and “convey what it is known for and stands for in the U.K.”
