The General Mills Good Rewards club turns 1 — and earns over 2 million members
By Cass Balzer
July 14, 2023
Customer loyalty is an essential piece of the brand marketing puzzle. When General Mills turned to Fetch in July 2022, the organization wanted to educate customers on the breadth of their brands while building portfolio-wide loyalty.
To build that loyalty, General Mills launched its first-ever consumer-focused digital loyalty program: Good Rewards, a club on the Fetch app. And this month, it turned one year old.
The Good Rewards in-app club provides members-only access to exclusive special offers and content. The program houses most General Mills brands in a single spot on the Fetch app. Since launching on July 15, 2022, the Good Rewards club has garnered over 2 million loyal shoppers.
Good Rewards allows Fetch shoppers to earn points on General Mills products while discovering new favorites — all while earning rewards for that purchase. This type of cross-portfolio education is essential to building brand loyalty.
“We don’t really go to market to the consumer as General Mills,” Chief Brand and Disruptive Growth Officer Doug Martin said in a recent webinar. “The Good Rewards program is an opportunity for us to take those consumers and show them that if they love Cheerios, they might also love Pillsbury.”
In the year since Good Rewards launched, members scanned over 525 million receipts. Pillsbury, Betty Crocker, Totino’s, Cheerios and Nature Valley were the top brands purchased and snapped in the in-app club.
To that end, Good Rewards members have earned billions of points on their General Mills favorites, from Annie’s and Progresso to Yoplait and Chex. Shoppers then redeemed those Fetch points for popular gift cards, sweepstakes entries, merch and more.
General Mills has over 45 brands in the United States, but many consumers don’t know those brands are under the same umbrella. Fetch provided General Mills with a solution, bringing together their diverse portfolio to drive awareness and company-wide lift — while providing value to shoppers on the Fetch app.
To celebrate the 1-year anniversary of Good Rewards, Fetch and General Mills partnered to create an in-app activation to drive new membership. Eligible Fetch shoppers who join the Good Rewards club are entered into a sweepstakes to win a variety of prizes, including 100% back offers across 40 brands in the Fetch app. Existing Good Rewards members are automatically entered.
With a full year of dynamic offers, in-app activations and shopper redemptions to celebrate, General Mills is continuing their innovation on the Fetch app. Imagine what we’ll do next.
Ready to elevate your brand’s loyalty and learn more about your consumers? Get in touch with Fetch for Business today.
Cass Balzer is a Content Marketing Manager at Fetch. As a former journalist, she sees narrative structure as a powerful tool for both understanding consumer behavior and driving conversions.