Bringing Loyalty to CPG

August 5, 2010

Influence MarketingLoyalty Lab, one of our expansion stage portfolio companies, recently launched a very impressive campaign with Green Giant Fresh that takes loyalty to the next level for CPG and brands. Historically, companies like Green Giant had difficulty establishing a relationship directly with their consumers. Once a consumer buys a Green Giant product in a retail location, there is little reason to go to Green Giant’s website or have any further interaction with the product.

Loyalty Lab saw this problem and partnered with Zynga to offer a solution to Green Giant that allows customers who buy broccoli or celery in a store to redeem coupons for cash in Farmville. The result is a consumer who is actively engaged with the Green Giant brand continually in an online experience (Farmville) that many people enjoy. The more broccoli you buy, the more cash you have online to plant your own broccoli!

Campaigns like this pave the way for unique business growth strategies and as it relates to loyalty in CPG which helps in creating competitive advantage. For more details on the campaign, you can read the following New York Times article.
For more information on Loyalty Lab, you can visit their website here.
-KKF

General Partner

<strong>Kobie Fuller</strong> is a General Partner at <a href="https://upfront.com/">Upfront Ventures</a>. Previously he was the Principal at Accel Partners in San Francisco where he helped identify and work with entrepreneurs who were building category-defining companies. He has more than 10 years of experience in funding and building software companies.