BUILDING
A BRAND
IRELAND
CHOOSES.

Trü Frü was loved online and a stranger in Ireland. The job was to make it real here.

CLIENTTrü Frü
(Mars-owned)
SERVICESBrand Strategy
Event Design
Experiential
Content Production
WHENFebruary to
August 2026

THE CHALLENGE

Trü Frü arrived in Ireland with fans online and very few people who had tasted it. It built its name on social media, not on a shelf.

There were two goals. Mars, which owns the brand, wanted new buyers close to the shops that stock it. Trü Frü wanted fans who talk about the brand without being asked. One plan had to deliver both.

WHAT WE DID

We did it in two moments. In February, a Galentine’s night for the people who already loved the brand. In July and August, a summer of sampling across Dublin to find new ones.

February: Galentine’s at Hen’s Teeth

On 8 February 2026 we brought Trü Frü’s Irish fans together for the first time, at Hen’s Teeth in Dublin. Tickets sold out in under two minutes.

Guests mixed Trü Frü mocktails in a masterclass, made phone charms with Trü Frü beads and wrote love letters, which we posted out the next day in time for Valentine’s Day. They were the first in Ireland to taste a new flavour, and everyone left with a goodie bag and a rose. Every part of the night was built to be photographed and shared.

A guest holding a pack of Trü Frü under the neon Galentines sign.
A guest laughing at the Galentines event, a red balloon behind her.
Two guests holding packs of Trü Frü at the strawberry photo wall.
A guest under a pink Trü Frü balloon, holding a rose.
Hen’s Teeth, Dublin, 8 February 2026. Photography and film, Georgia Bravo.

July and August: the Summer of Trü Frü

Then we took the brand to the public. Six days of sampling across Dublin: pop-ups in shopping centres next to Tesco stores for scale, and guerrilla days in parks and on beaches, where people spend a summer afternoon.

Each stop gave people a reason to follow the brand, not just a free sample: a photo wall with prints to take home, a social giveaway, and a secret password that got you a tote bag. Fifteen hundred tote bags went out.

A team member in a strawberry costume handing out packs on the seafront.
A Trü Frü team member juggling strawberries at the cart in Dundrum.
Two women by the sea in Dún Laoghaire with Trü Frü tote bags.
A group on a picnic blanket in People’s Park, sharing Trü Frü.
The Trü Frü team in front of the freezer van, holding tote bags.

THE RESULTS

Across the year: ten million views, more than five thousand new followers and over 640 pieces of content that people made themselves.

February, Galentine’s

Guests79: 53 influencers and 26 fans from the community
Content made by guestsMore than 200 pieces
Influencers’ reach2 million
Views on Trü Frü’s own channels4.5 million
New followersAbout 1,000

July and August, the summer

MeasureTargetResult
Samples handed out20,00022,160
Video views3.9 million5.5 million
New followers4904,153
Content made by people260440
Engagement rate2.4%1.15%

Engagement rate came in under target for a simple reason: views ran 41% ahead of plan, so the same conversation was spread across a much bigger audience.

It showed up in the tills too. Tesco sales near the sites rose 36% on sampling days and the day after, 177 units against 130. Dundrum, the busiest pop-up, sold about 80% more on both sampling Saturdays. The smaller stores were mixed.

The moment that says it worked is smaller than any of those numbers. Weeks after the summer ended, a Trü Frü tote bag turned up in a crowd at Glendalough, nowhere near an activation. People were not just handed the brand. They took it with them.

NEXT PROJECTLIDLAn ice cream van that sold no ice cream →
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