This Halloween, Pillsbury and Oscar Mayer spark magic with Fetch
By Cass Balzer
October 31, 2023
Halloween has arrived, marking the end of a season-long sprint for brands to connect with audiences. But in a marketplace saturated with seasonal products and promotions, standing out from the crowd can be a challenge.
This year, General Mills is driving results and building brand loyalty with a hyper-personalized campaign on the Fetch app.
The brand seized the opportunity to authentically captivate their audience during the Halloween season. General Mills’ Serve Something Spooky campaign on the Fetch app was more than a culinary adventure–it served as a strategic driver for cross-purchasing between Pillsbury Crescents and Oscar Mayer hot dogs.
Pillsbury and Oscar Mayer tapped into Fetch, America’s No. 1 rewards app and leading retail-agnostic media platform, to draw eyes this Halloween season. With 12 million weekly active users, more engagement than Amazon and more “stickiness” than Temu, the Fetch app helps brands like General Mills strategically foster meaningful connections. For Pillsbury and Oscar Mayer, the platform was the perfect conduit for a Halloween-inspired activation.
The in-app offers encouraged shoppers to purchase Pillsbury Crescents and Oscar Mayer hot dogs in tandem to create “Mummy Dogs,” a Halloween-inspired treat.
In the spirit of Halloween, General Mills brewed a well-crafted plan, tailoring personalized offers on the Fetch app to entice three distinct audiences. With a keen focus on driving cross-portfolio purchasing, Pillsbury designed the campaign to capture the attention of known brand buyers, those who buy competitor products and those new to the category.
To ignite the campaign, General Mills leveraged various Fetch Media strategies, including an email module, in-app carousel, mobile inbox email and push notifications. The brand carefully timed and executed messages throughout October, providing escalating nudges toward purchase and offer redemption. To add an extra layer of allure, the campaign’s point value doubled in the latter half of the month, serving as an irresistible incentive for prospective customers.
With a desire to offer both products and memorable experiences, General Mills strives to create enchanting connections with each individual shopper–not just nebulous demographics. Whether it’s the familiar taste of Pillsbury Crescents, the nostalgia of an Oscar Mayer hot dog or the seasonal treats that evoke a sense of celebration, General Mills consistently captures the essence of the season.
Through carefully curated promotions, like the Serve Something Spooky campaign, the brand can deepen customer bonds and build brand love, ensuring that the magic of their products resonate long after the Halloween festivities end.
Does your brand want to explore creative shopper activations this holiday season? Reach out to the Fetch for Business team to learn more.
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.