Grenade explodes into Australia with Dig campaign
British protein bar brand, Grenade, has debuted in Australia with a campaign from Dig, bringing its playful personality down under with a local twist.
The announcement:
Grenade, the UK’s #1 best-selling protein bar brand* is turning heads in Australia. With demand for protein snacks increasing, Grenade is the perfect snack to deliver Aussies high-protein, low-sugar options that don’t compromise on taste — and it’s making an entrance with a BOOM.
Created by Dig, the new campaign brings Grenade’s fun and bold UK personality down under, adding a distinctly Aussie flavour. The result? A platform built around an unforgettable taste explosion that combines humour, energy, and seriously delicious protein credentials.
The campaign centres on the taste explosion consumers can expect when biting into a Grenade bar — especially standouts like the world’s first official OREO protein bar, along with favourites like Choc Chip Salted Caramel and Peanut Nutter. It’s rolling out across social and digital, with additional contextual placements in gyms and fitness spaces to connect with the brand’s broader target audience.
Gym-goers will see headlines like “Skip leg day? Sure. Skip flavour? Never.” and “A protein bar that tastes good. We know. Wild.” — dialling up Grenade’s tongue-in-cheek tone of voice in the places it matters most.
“We knew launching Grenade to Australia, we had to make some serious noise, and that’s exactly what we have achieved. The campaign has landed with the energy and boldness Grenade is known for, while staying sharply tuned to what resonates locally to make a real impact. It’s been an exciting launch that sets the stage for the brand’s future here.”
Declan Duggan, Grenade marketing director.
“Grenade bars are the ultimate high protein low sugar treat for consumers looking for a snack that delivers a protein punch,” said Kate Watson, Marketing Director at Mondelēz International, Australia. “We are really excited about how this campaign connects with our local audience harnessing a distinct Grenade tone of voice”.
David Joubert, chief creative officer at Dig, added: “It’s not every day you get to shape a global powerhouse brand like Grenade for a local audience. Adding our unique Aussie flavour to their bold, playful vibe has been a blast (pun intended)”.
The campaign will continue rolling out throughout 2025, with more explosively fun creative to come — including fresh influencer content and exclusive moments featuring the Wallabies, with Grenade proudly serving as their official protein bar sponsor. BOOM.
*EXT IRI Marketplace, Grenade’s Value Share of Total Protein Bars, 52 w/e 16.03.2025.
Source: Dig Agency
Keep up to date with the latest in media and marketing
Have your say