Cause Opps: Fetch by The Dodo launches craft beer (Score 27)
Sales Lead: Pet insurance company Fetch by The Dodo just entered a new category, craft beer..png)
- This initiative will include an experiential activation in SoHo with no-kill shelter North Shore Animal League America.
- The effort is part of an effort to fundraise for a non-profit veterinarian group, Project Street Vet.
- The non-profit was founded in SoCal but is now establishing its first chapter in NY.
- It has also expanded to cities such as LA, Atlanta, and Orlando.
- This is important because Fetch's new products first launched in NY and surrounding areas; it may resurface in NY and/or follow the non-profit's expansion into new markets.
- Fetch has been working to reach young consumers, who are very much into craft beer (more here).
- The company will likely:
- Continue investing in cause marketing
- Pursue additional experiential marketing opportunities
- Keep increasing national TV spend
- Ramp up digital spend
- Seek new agency partners
- Target demographic:
- Gen-Z and millennial pet parents
- Spanish-speaking audiences via national TV
Recent leadership shifts:
- It's been less than a year since Fetch fetched some new DMs including digital marketing director Brianna Epstein (June 2022), communications and cause marketing director Hilary Palotay (July 2022), and strategic partnerships director Alexx Miles (February 2023).
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Fetch has spent approximately $1.4m on national TV commercials; by this point last year, it had not yet utilized this channel.
- Last year: The company ended up spending around $402.8k on this channel in 2022.
- Fetch first launched in the spring of 2022, so it didn't utilize this channel in 2021.
- 2023 ad programming: The company's 2023 commercials have targeted English- and Spanish-speaking viewers of shows such as 25 Words or Less, La Rosa de Guadalupe, Enamorándonos, The Golden Girls, and Noticiero Univisión.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Fetch has allocated roughly $59.4k toward digital ads, a huge decrease from the roughly $302.9k spent within the same 2022 timeframe.
- YTD data: The company has earned ~43.4m digital impressions YTD via Facebook (75%), Instagram (14%), and desktop display (11%) ads.
- Last year: Fetch's estimated full-year 2022 spend reached $1.1m; it didn't utilize this channel in 2021 since it had not yet launched.
- Additional channel insights
- The company utilizes Facebook, Instagram, and online video (via Youtube.com) ads.
Additional agency insights:
- Opportunity: The recent DM hires may result in agency reviews, so reach out to remain top-of-mind.
- Current agency roster:
- Brian Communications: PR agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
