Grenade is rolling out a nationwide competition designed to boost sales of its protein shakes, with convenience retailers given the chance to win a share of £5,000 in cash alongside a wider shopper-facing prize draw.
The mechanic is designed to drive both retailer engagement and in-store execution. Convenience retailers can enter by purchasing an 8 x 330ml case of Grenade protein shakes, scanning a QR code via wholesale point-of-sale and completing an online entry form. Five retailers will each win £1,000, adding a direct financial incentive to stock up and promote the range.
The competition, which runs from 30 April to 30 June, also targets shoppers with hundreds of prizes, including a £5,000 holiday. Consumers enter by purchasing a Grenade protein shake, scanning a QR code in-store and submitting details via a microsite, with instant-win prizes such as fitness equipment, merchandise and summer-themed items up for grabs.
The activation comes as protein shakes continue to outperform within soft drinks, delivering 52 per cent category growth, with Grenade contributing 62 per cent of that uplift in forecourts, symbol groups and independent stores. The brand is using the campaign to encourage retailers to expand their fixture space, recommending parity with protein bars to maximise sales.
Grenade’s ready-to-drink shake range includes flavours such as Chocolate Fudge Brownie, Chocolate Salted Caramel, Cookies & Cream, Strawberries & Cream and White Chocolate. Each 330ml bottle contains more than 25g of protein, is low in fat and sugar, and is non-HFSS, making it suitable for a broad range of shoppers seeking convenient, high-protein options.
Rachel Austerberry, UK retail sales director at Grenade, said the campaign is designed to deliver incremental sales for retailers. “Following the relaunch of shake range in the UK last year, we are excited to launch this consumer competition – the first for Grenade Protein Shakes – that we feel will generate excitement with our grand prize of a £5,000 holiday and also support our retailer customers by driving footfall in store,” she said.
“Grenade Protein Shakes continue to perform strongly and we believe the range is shaking up the RTD protein category. When the full range is stocked in the fridge or alongside Grenade's best-selling Protein Bars, retailers can realise incremental sales.”
The campaign will be supported by out-of-home digital advertising and a suite of in-store POS materials, including fridge and floor stickers, shelf talkers, wobblers and branded chiller trays. While the shakes are ambient, Grenade is encouraging retailers to merchandise them chilled to maximise impulse purchases.