The project
Granola built a custom-shaped spoon with its branding etched into the design, packaged it beautifully, and sent it directly to the offices of target accounts as an account-based marketing play. It's a small object doing a specific, deliberate job.
How it scored
Product: 8.7
The spoon's shape is custom-designed, not a stock item with a logo slapped on. Genuinely well made and unexpected in the best way.
Branding: 8.6
The packaging is where this earns its score: details matter, the story is told through the unboxing, and it's executed with real care.
Activation: 8.6
Sent directly to the desks of the people Granola actually wants to reach, with a story wrapped around it. A well-thought-through play built for real ROI, not just reach.
The verdict
One of the smartest ABM merch drops we've reviewed: small object, sharp targeting, and packaging that does the storytelling.