BUILDING
A BRAND
IRELAND
CHOOSES.
They asked for a brand event. We built a platform Trü Frü can return to year on year.
THE CHALLENGE
Trü Frü is a Mars-owned premium frozen fruit snack brand. By the time we met them, they had distribution but they did not have cultural relevance. The challenge was not awareness. It was earning a place in the moments Irish women care about most.
The strategic ambition: stop being a snack on a shelf. Start being a brand Irish women associate with their best moments with the people they love.
That meant moving past one-off campaigns and building something the brand could come back to year on year. A cultural occasion to own, not just a sampling moment to run.
THE APPROACH
Galentines was the first move. A platform built around the cultural occasion of women celebrating each other. Designed to be a brand experience first, sampling moment second. Designed to compound.
We picked Hen’s Teeth in Dublin as the venue. Built a programme around mixology, bracelet-making, a dessert bar built around the product, and sampling that felt like an indulgence rather than a handout. Every detail tuned to feel like a treat the audience had earned, not a giveaway.
Then we treated Galentines as a brand asset, not a one-off. The format, the tone, the IP — all designed to return next year, and the year after that.
THE WORK
The event
Sold-out before doors opened. 2,000 women on the event page in the first hours. Tickets gone in under two minutes. 600 on the waitlist.
Inside, the brand showed up as the host of the moment, not the sponsor of it. Mixology stations, bracelet-making, a Trü Frü dessert bar, photo moments, a curated soundtrack, gifting. The product was woven into every touchpoint without being shoved at anyone.
From event to platform
Galentines plants the brand inside a cultural occasion it can return to and own year after year. The summer programme broadens the base. The long-term play is penetration through cultural relevance. Arriving as a moment before arriving as a product.
The work continues. This is not a campaign with an end date. It is a brand IP we built for Trü Frü to keep building on.
THE RESULTS
4.5 million owned views. 200 pieces of UGC. 31% rate-of-sale uplift the week the event ran. Zero promotional spend alongside it.
More importantly, Galentines now exists as a brand asset Trü Frü can return to. A cultural occasion the brand can own year after year, not a campaign with an expiry date.
They asked for an event. They left with a platform.