Grenade Protein Easter Egg

2020’s Creative Campaigns #7 – Grenade Launch A Protein Easter Egg

These are strange times for marketing, it’s impossible to escape the fact that we’re currently crippled by a pandemic.

As such, many brands are abandoning their campaigns and postponing product launches. But why? It’s clear that journalists still have an appetite for news that’s not C-word related and let’s be honest, we all need a little escapism right now, don’t we?

I cannot reinforce enough that whilst perhaps dramatically impacted, now is still a time for outreach.

The public still wants to hear about exciting product launches and heartwarming stories. While there are an abundance of journalists now solely covering Coronavirus, there are also those who aren’t – some trends journalists, community reporters and so on.

We haven’t paused our outreach at The Source, a lot of other PR agencies haven’t either.

In turbulent times, we carry on.

The Carb Killa® Easter Egg

Anyway, this is why I was really pleased to see this new product launch on my LinkedIn timeline a few days ago by Sophie Thomas, Digital Marketing Manager at Grenade.

The product was this…

A ‘Carb Killa®‘ Protein Easter Egg.

As Easter is a time of over-indulgence for many of us (I’m looking at… Myself), the exclusive Carb Killa® Easter Egg is a Salted Caramel flavour and is low in sugar, where most chocolate eggs on the shelves are coupled with equally unhealthy treats, this egg comes with two Chocolate Chip Salted Caramel protein bars.


Beyond being a particular admirer of this campaign due to its launch in uncertain times, there are a few other reasons I love it…

Why I Think This Product Is Simply Egg-Scelent

There are a few reasons that I love this launch by Grenade, and why it’s so refreshing to see a great product being released to the public, even in such unchartered times like these:

  • Perfect timing
  • Awesome product positioning
  • Super creative
  • Great press coverage to support


Controversial, is it good timing to launch a product amid a pandemic? I think, absolutely YES. As mentioned above, there are a plethora of journalists wanting to talk about things other than the dreaded Coronavirus. What’s more, Grenade launched their protein egg with enough time for people to place an order, but close enough to Easter for it to be topical. Perfection!


There are so many quirky Easter Eggs on the market at the moment, new launches are few and far between now (that’s not to say there hasn’t been any this year, though). From cheese Easter Eggs, to chocolate for your pets – it seems as though most ideas have been exhausted. However, Grenade have still managed to come through with a product that’s trendy and topical, as well as well-targeted to their consumers.


Though perhaps not picking up as much coverage as I think this deserves, I’ve noticed that the product has already been mentioned in a few ‘alternative egg’ round-ups in national press pieces. With the right product launch release, timed to perfection, I could really see this flying in not only every national, but plenty of industry titles too. The demand for protein products has been unprecedented over the last 5 years or so, a quick Google Trends analysis will tell you that…

Screenshot 2020-03-19 at 17.35.08.png
(The spikes in January every year have to warrant a chuckle)

This is a trendy, quirky product which all the while satisfies a growing demand and what more – it’s totally timely.

What’s not to like?

What do you think, and have you got any more quirky Easter campaigns to add to the mix? Let me know in the comments below or on Twitter.


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