Fetch x MALK: The audience strategy that turned browsers into lasting buyers
Fetch x MALK: The audience strategy that turned browsers into lasting buyers
trends & insights May 7, 2026A strategic Offer mix helped MALK Organics drive trial, grow baskets, and bring a new wave of high-value buyers into the brand.
A smarter way to shake up the milk aisle
The plant-based milk aisle is crowded. Shoppers have options, habits, and favorite cartons they toss into the shopping cart without thinking twice.
MALK Organics wanted to be in more of those carts.
The brand partnered with Fetch, an outcomes-based ads platform, to grow household penetration and acquire high-value new buyers. The result? A 10% unit lift, 17K new buyers, and a 4x lift in observed buyers from pre- to post-campaign.
One growth strategy, three audiences
Fetch structured the campaign around three distinct audiences: existing brand buyers, new category entrants, and consumers purchasing competitor products. Each audience received a different reward – and a distinct purchase threshold – designed to influence behavior.
- Brand Buyers: Consumers already purchasing MALK received a spend-threshold Offer, encouraging them to increase basket size and spend beyond their typical purchase.
- New Category Entrants: Consumers purchasing neither MALK nor its competitor set received a Buy 1 Offer, creating a simple entry point for first-time trial.
- Competitive Buyers: Those buying competing plant-based milk brands saw a Buy 1 Offer awarding more Fetch Points, lowering the barrier to switching.
With this strategy, MALK turned three audiences into one outcome: real, durable growth.
The power of purchase-based targeting
MALK Organics’ Offer strategy was designed to influence three distinct purchase behaviors: buying more, switching brands, and trying something new.
By pairing audience-specific rewards with clear purchase thresholds, the campaign gave each consumer segment a personalized reason to choose MALK. The impact was measurable – and it compounded over time.
The post-campaign growth is especially telling: buyer momentum extended well beyond the campaign window. By aligning rewards with real purchase behavior, Fetch helped MALK grow both baskets and brand reach.
Ready to drive your next wave of buyers?
New buyers don’t find brands by accident. Partner with Fetch to put your product in front of the right shoppers – and give them a reason to stay.
