Hellmann’s unveils a new garlic aioli and builds product loyalty with Fetch
By Cass Balzer
May 3, 2023
Hellmann’s chose to unveil their new garlic aioli innovation on the Fetch app. The brand knew this product, a zesty addition to their sauce-style mayonnaise lineup, would fit well into consumer lives – from topping french fries to spreading on sandwiches and burgers. But Hellmann’s needed a breakthrough strategy to make the condiment a household staple.
With Fetch, Hellmann’s knew they could carve out a permanent place in shopping carts during product launch. With targeted, in-app offers, the brand is incentivizing consumers – both brand loyalists and category shoppers – to try the new garlic aioli.
But to encourage consumers to try the product in a variety of recipes, Hellmann’s got creative. In partnership with other brands in the Fetch app, like Sargento and Maille, Hellmann’s designed offers that award points to consumers who bought a combination of brand products.
Inspiring consumers to purchase and use items in tandem – like their garlic aioli with a slice of Sargento cheese on a breakfast sandwich, or perhaps their savory spread with Maille mustard in a Mediterranean orzo salad – can help shoppers better incorporate the new product into staple meals.
Habitual purchasing is a brand’s best vehicle for gaining ongoing entrance to a grocery cart. With Fetch, Hellmann’s is inspiring consumers and making their new garlic aioli a staple in shopper refrigerators – and in potato salads, on burgers, in dips and with crackers.
The Fetch app is a powerful platform for brands to launch new products, increase buy rate and build product loyalty. Looking for a creative way to bring your new product to brand loyalists? Get in touch with the Fetch for Business team 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.
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