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Hellmann’s unveils a new garlic aioli and builds product loyalty with Fetch

By Cass Balzer

May 3, 2023

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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. 

Garlic Mayo with an Orzo Salad

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

Cass Balzer is a Senior Content Marketing Manager at Fetch.

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