Grenade Protein Bars land in Australia with explosive new campaign via Dig

Grenade, the UK’s top protein bar brand has launched in Australia with an explosive campaign created by Dig.

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.

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.

Says Declan Duggan, Marketing Director, Grenade: “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.”

“Grenade bars are the ultimate high protein low sugar treat for consumers looking for a snack that delivers a protein punch,” says 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”.

Says David Joubert, Chief Creative Officer at Dig: “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.

Dig Agency
David Joubert – Chief Creative Officer
Matt Keen – Chief Operating Officer
Peter Cerny – Chief Strategy Officer
Anneka Hosken – Account Director
Aimee Carruthers – Senior Art Director
Nick Milde – Senior Copywriter
Alex Romero – Animation Director

Mondelēz International, Australia
Kate Watson – Marketing Director – Everyday Chocolate & Meals
Janith Samarakoon – Brand Manager ANZ – Snack Bars

Grenade UK
Declan Duggan – Marketing Director @ Grenade
Paul Smith – Marketing Manager, AMEA @ Grenade
Kaylee Germann – Asia-Pacific Brand Manager @ Grenade

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