Welch's Fruit Snacks Takes Data-Based Marketing Approach


PIM Brands is the latest CPG marketer to engage with consumers on the Fetch rewards platform, following a test involving three of its Welch’s fruit snack products.

It’s a way for the 22-year-old Welch’s fruit snacks brand to “accelerate our digital presence,” according to PIM Brands CMO Josh Shapiro.

Although PIM has long sold gummies, sour candies and Sun-Maid raisin snacks, it decided to launch on Fetch with Welch’s Fruit Snacks, Welch's Juicefuls and Welch's Fruit n' Yogurt.

“Welch’s is the biggest brand in our portfolio, and we felt by having the Fetch data and user base that we could drive more measurable results versus some of our other brands,” Shapiro tells Marketing Daily.

Fetch rewards users with points when they scan retail receipts from online and brick-and-mortar store and restaurant purchases within the company’s Apple or Google Play app. Points can be redeemed for gift cards, charitable donations or Fetch merchandise.



Brands pay Fetch an affiliate commission when shoppers purchase a qualifying product and benefit from anonymized, first-party data about Fetch users—who number more than 17 million.

The data can be used to personalize offers on the platform.

“It helps us build a better understanding of consumers and shoppers that allows us to raise our engagement and attain profitable growth,” says Shapiro. “One benefit is that you’re driving loyalty without driving price promotion.”

In addition to seeing increases in new buyers, household penetration and spend per household during the six-month trial, Welch’s is able to quickly correlate its spending with results.

“Access to the data proves out the results and allows us to make changes in real time to our marketing plan in ways that we haven’t been able to do with that speed in the past,” Shapiro says. “It’s a huge benefit for us to be able to prove what’s working, prove what’s working less well and adapt and change.

Last summer, General Mills launched a full-blown loyalty program on Fetch called Good Rewards covering all of its 45-plus brands following a few years of testing the platform. 


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