PIM Brands Expands First-Party Data Partnership Following Successful Pilot With Welch’s

Liz Dominguez
Managing Editor
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Editor's Note: This article has been updated to reflect commentary from Josh Shapiro, Chief Marketing Officer, PIM Brands, Inc.

PIM Brands, parent company to Welch’s, is diving deeper into data following a successful pilot period that allowed the business to gain visibility into real-time consumer shopping behaviors.

PIM partnered with Fetch on a consumer loyalty program for six months, seeing results across its Welch’s Fruit Snacks, Welch’s Juicefuls, and Welch’s Fruit n’ Yogurt segments, particularly seeing an increase in new and repeat buyers for its fruit snacks. Also, PIM experienced an increase in household penetration and spend per household. 

The company tapped into several analytics capabilities, including tracking ad performance through randomized holdouts and leveraging SKU-level data from receipts.

    Hear From Josh Shapiro, Chief Marketing Officer, PIM Brands, Inc.

    "During the initial six-month engagement, the Fetch platform helped PIM Brands forge connections with new consumers. The pilot was a great opportunity for us to gain a deeper understanding of our shoppers and households, and we are very excited to incorporate this new and dynamic platform into our broader marketing strategy and initiatives.

    Shoppers continue to seek out personalized products and offers that match their tastes and buying behavior.  As we gain deeper understanding of our Welch’s Fruit Snacks households we can continue to surprise and delight our consumers by offering the varieties, sizes, and on-trend innovation that makes us America’s Favorite Fruit Snack.

    The opportunity to gain visibility to Fetch’s constant stream of verified data puts us in a position to meet shopper needs wherever they are and to create a deeper and ongoing relationship with our newest and most loyal households."

"Welch's Fruit Snacks is not only a beloved staple in so many households, but also a true category innovator in the CPG space" said Patrick Burke, chief revenue officer for Fetch said the company will “explore new ways to help PIM Brands create long-lasting connections with consumers and tap into our best-in-class measurement capabilities to help drive key business outcomes."

Tapping Into Data to Identify Opportunities

Other CPG brands have jumped on similar opportunities, with General Mills reporting “incredible returns” from its own efforts, which also included a Fetch collaboration.

Cheriti Swigart, director, digital and technology solutions at General Mills, told CGT that its work in first-party data has allowed the company to gain deeper insight into what different types of consumers are eating via consumer registrations.

Mars, Inc., is also rewarding consumers every time they purchase eligible products via the loyalty platform. Other Fetch CPG partners include Unilever, L’Oreal, Kimberly-Clark, PepsiCo, Sargento, Albertsons Cos., Kodiak, Pernod Ricard, E. & J. Gallo, and Molson Coors.

Meanwhile, through a different partnership, Church & Dwight has been able to identify target markets — pockets of growth where the company can optimize efforts. Additionally, the company leverages data to optimize marketing spend. 

Haleon also recently looked for a unique analytics approach, launching a marketing campaign late last year that allowed the global consumer health company to gather zero-party data in an interactive and transparent way via a Vitamin Quiz. The quiz asked consumers about their age, nutrition, and activity level, and then directed them to the relevant Centrum product. 

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