Over a long weekend in August, we gave Torontonians an upgraded fitness experience—transforming a bare-bones outdoor gym into a high-end workout destination, without the high-end price tag. All brought to you by the protein bar that refuses to compromise.

This wasn’t just a pop-up; it was a full-scale glow-up. The space featured classes led by top local instructors, live DJ sets, fitness competitions, towel service, and plenty of Grenade samples to fuel every workout. We drove awareness through social, PR, wild postings, geo-targeted placements, playful spoofs of Toronto construction signs, influencer partnerships, and even ads on The Weather Network to catch people planning their long weekend.

The results spoke for themselves:

8,000 samples distributed (160% of goal)

500 samples per hour

81K engagements (401% of goal)

69.2M media impressions (352% of goal), 88% earned

Just months after launch, Grenade Salted Caramel became the #1 selling protein bar in Canada by the end of 2024—proving the Grenade Upgrade truly raised the bar.