Grenade – Reaching Gen Z with Oreo Protein Bars

The Challenge:

Grenade aimed to reach new Gen Z consumers, particularly at sports-focused universities, and drive awareness and trial for its new Grenade Oreo Protein Bars. The challenge was to connect with students who might not yet be familiar with the Grenade brand and build interest in the product. Grenade also sought to acquire valuable market feedback and ultimately drive sales among this key demographic.

The Solution:

To effectively target students, Grenade distributed 75,000 Oreo Protein Bar samples directly into the bedrooms of students. Along with the samples, leaflets highlighting the product’s benefits and nutritional content were included to drive both trial and awareness. This direct-to-student strategy ensured 100% guaranteed attention from the recipients, maximizing the opportunity to introduce Grenade’s products in a highly targeted manner.

The Results:

• Guaranteed Attention: With the samples delivered directly to students’ rooms, the campaign ensured 100% guaranteed attention from the 75,000 students, ensuring high engagement and product exposure.
• Brand Exposure: The campaign successfully introduced Grenade to 45,750 students who had never tried the brand before, expanding Grenade’s reach significantly.
• High Engagement: 70.1% of students who sampled the Oreo Protein Bars stated that they planned to purchase Grenade products in the future, demonstrating strong conversion potential and purchase intent.
• Market Insights: The survey results revealed that 320,000 students expressed interest in hearing more about Grenade products, showing a large, untapped audience ready to engage with the brand.

Conclusion:

The Grenade campaign successfully reached Gen Z consumers at key sports-focused universities, building brand awareness and driving high trial and purchase intent for Oreo Protein Bars. The targeted distribution strategy, combined with valuable market insights, allowed Grenade to tap into a large, engaged student audience and position itself as a go-to snack brand for fitness-conscious students. The results demonstrated significant potential for future sales and ongoing brand loyalty.

Check out our other student sampling case studies at:

Grenade – Reaching Gen Z with Oreo Protein Bars

Nando’s – Engaging University Students with Perinaise

Reese’s & Hershey’s – Securing the Chocolate Market with Gen Z

Coppafeel – Raising Awareness for Regular Self-Checks

Boots – Ensuring Students Choose Boots for Their Essentials

Nivea Soft – Building Brand Loyalty Among Gen Z

Liquid I.V. – Hydration for Gen Z in the UK

giffgaff and DigIn – Driving Year-on-Year Sign-Ups

Gillette and Venus University Razor Sampling Campaign