General Mills and Fetch: Celebrating Two Years of Good Rewards and Great Results

General Mills is hyper-focused on innovative brand-building initiatives that deliver consumer value. That’s what drove the iconic CPG company to partner with Fetch, America’s Rewards App, to create a one of a kind loyalty program. With 11.5 million highly engaged consumers on the app, Fetch specializes in helping brands create lifelong consumers with the power of Fetch points. 

Two years ago, the General Mills – Fetch partnership debuted the Good Rewards Club, offering consumers personalized incentives for purchasing across General Mills’ wide portfolio of beloved brands. The collaboration has resonated powerfully with consumers, driving brand growth and strengthening General Mills’ market presence. 

Today, Good Rewards has grown to more than 3.5 million members, with 1.5 million of those joining over the last year. The club facilitates deep brand-consumer engagement through exclusive brand news and sweepstakes and drives significant lifetime value by offering value in return for welcoming General Mills brands into their homes. 

“The Good Rewards program has truly set a new standard for delivering consumer engagement and lifetime value on Fetch for our brands,” says Anne Hill, GM of Food at Fetch. “The growth and momentum has exceeded our highest expectations and we’re thrilled to be providing innovative solutions for partners and meaningful rewards to our members.”

This year also saw significant portfolio expansion for the Good Rewards Loyalty Club. Blue Buffalo, a beloved pet brand owned by General Mills, joined the program, marking a major milestone in its growth and diversification into new categories. This addition now offers members opportunities to earn club-exclusive rewards when purchasing premium pet food and treats.

Looking Ahead

Fetch is on a mission to help consumers live rewarded – that means maximizing opportunities to deliver value by integrating more ways for users to earn Fetch points. In addition to growing the Good Reward program, recent innovations like Fetch Play and Fetch Shop have brought rewards for mobile gaming and rewards for ecommerce into the mix. These platform advancements are driving powerful user engagement and retention, and they’re opening up new opportunities for brand partners to get involved. 

“Our aim is to ensure that every interaction with Fetch, from snapping receipts to exploring new activities, contributes to a richer, more rewarding experience,” says Ayo Jimoh, Fetch’s Chief Product Officer. “By continually enhancing our platform, we’re creating a totally new kind of ecosystem for meaningful brand-consumer connections.”