A targeted rewards strategy helped Tofurky win new-to-brand buyers, grow the category, and deliver a double-digit sales lift. 

Growth means reaching more than one kind of buyer

Plant-based meat brands compete for the same consumers, but lasting growth also depends on bringing new buyers into the category. Tofurky did both. 

Tofurky worked with Fetch, an outcomes-based ads platform, to drive trial and household penetration among both new-to-brand and existing buyers. The result: double-digit sales lift and 61% net-new buyers, including one-third won from competitors and one-fourth new to the category.

One growth strategy, two audiences

Fetch helped Tofurky zero in on two audiences and build two Offers to move each one to purchase. Each Offer required consumers to meet a predetermined spend or unit threshold to receive rewards. One Offer was designed to drive first-time trial. The other was built to grow baskets among existing Tofurky buyers. 

• New-to-brand buyers: Shoppers who had never purchased Tofurky, including confirmed competitor purchasers and category newcomers, received a higher Fetch Point Offer that gave them a compelling reason to try the brand for the first time. 
• Existing brand buyers: Current Tofurky purchasers received a different Offer, which rewarded spending above a higher threshold, encouraging larger baskets. 

To build early awareness, Tofurky layered Fetch Media with an in-app video carousel that directed consumers to the brand page and helped boost Offer visibility and performance.

Turning competitive and new-to-category shoppers into Tofurky buyers 

Tofurky’s Offer strategy drove two behaviors: first-time purchases from new-to-brand buyers and bigger baskets from existing ones.

By pairing audience-specific rewards with Offers built around verified purchase behavior, the campaign converted thousands of new-to-brand buyers while driving sales lift well above category benchmarks.

Ready to find your next buyer?

Whether your next buyer comes from a competing brand or enters the category for the first time, Fetch helps turn purchase behavior into measurable growth. Partner with Fetch to acquire and retain lifelong consumers.