Pet Insurance Company Fetch Created Fetch Pale Ale to Support a Non-Profit
Laura McQuarrie — May 5, 2023 — Social Good
References: wersm
Pet insurance provider Fetch launched a limited-edition craft beer in partnership with Torch & Crown Brewing Company, and the sales of Fetch Pale Ale will help to support Project Street Vet. This non-profit public charity provides free veterinary care and more, and purchasing the dog-themed ale is an easy way for animal lovers to back a worthy cause.
While the tech-forward pet insurance company could have created any number of products to fund the nonprofit veterinarian group, it specifically selected craft beer to win over Gen Z and Millennials. To appeal to doting pet parents and those who want to be pet parents, events will be hosted for the public with pet portraits, raffles and rescue animals available for adoption.
While the tech-forward pet insurance company could have created any number of products to fund the nonprofit veterinarian group, it specifically selected craft beer to win over Gen Z and Millennials. To appeal to doting pet parents and those who want to be pet parents, events will be hosted for the public with pet portraits, raffles and rescue animals available for adoption.
Trend Themes
1. Cause-related Marketing - Fetch's launch of Fetch Pale Ale to support Project Street Vet is an innovative example of leveraging a popular product to support a non-profit organization, creating a win-win situation
2. Pet Parents Targeting - Fetch's strategy to create a limited-edition craft beer and host events to win over Gen Z and Millennials who are doting pet parents or potential pet parents, presents an opportunity for disrupting the pet industry with creative marketing and packaging
3. Non-profit Partnerships - Fetch's decision to partner with Project Street Vet to donate sales of Fetch Pale Ale indicates the potential for more non-profit partnerships, such as collaborating with animal shelters to drive adoptions, to create meaningful impact and customer loyalty.
Industry Implications
1. Beverage Industry - The collaboration between Fetch and Torch & Crown Brewery creates opportunities for other pet and animal-themed beer brands and collaborations, disrupting the beverage industry with creative product concepts
2. Pet Insurance Industry - Fetch's creative approach to marketing and partnerships presents an opportunity for other pet insurance companies to differentiate themselves by offering unique pet-themed products that support charitable causes
3. Non-profit Industry - Fetch Pale Ale's partnership with Project Street Vet offers an innovative model for non-profit organizations to collaborate with businesses and drive increased awareness and donations.
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