Daily Brief:
- Fetch, the free rewards app, is launching a six-part holiday video series that features a handful of brand sponsors and offers rewards to consumers who engage with the content, according to a press release.
- “The Receipt” stars actors Lana Condor and Anthony De La Torre and content creator Eric Sedeño. The series revolves around a holiday meet-cute and features a single brand partner in each episode, with participants including Breyers, Dove and Olipop.
- The series debuts Dec. 3 on Fetch’s social channels, with new episodes dropping every three days. Consumers can also engage with the content via the Fetch app to earn points redeemable for gift cards as part of a rewarded video format launched in August.
Dive Insight:
Fetch is angling to become a more integral part of the holiday shopping experience with what it bills as the industry’s first rewarded romantic comedy. The effort leverages an in-app rewarded video format launched by Fetch in August alongside WPP Media, which helped bring the tool to market, and Unilever, which served as a launch partner. In early tests of the format, Fetch observed a 96% video completion rate, per details shared in the launch announcement.
Privately-owned Fetch operates by allowing consumers to upload receipts from everyday purchases to earn points that can be exchanged for gift cards. The company sees over 13 million receipts submitted each day and has awarded over $1 billion in points to date, per release details. Over the holidays, Fetch expects consumers to redeem over $100 million in rewards, said founder and CEO Wes Schroll in a press statement.
“The Receipt” follows the story of Chloe, played by Condor, after a meet-cute with Max, played by De La Torre — Condor’s real-life husband — results in a tote bag swap. To reconnect with Max, Chloe relies on shopping receipts found in his bag and the help of best friend Liam, played by Sedeño, a creator with nearly 1.5 million followers on TikTok. The series, created with director Michael Hoy, also features creators from Fetch’s Creator Club ambassador program.
New episodes of the series will launch every three days until Dec. 18 on Fetch’s Instagram, YouTube and TikTok channels. Each episode will feature a single brand partner, with participants including Olipop, Breyers, Dove, health food brand Kize and CPG manufacturing company Nehemiah, a close partner of Procter & Gamble. General Mills brands Betty Crocker and Blue Buffalo will be featured together in one episode. The featured brands will each be tied into a storyline in the series, pushing past traditional product placement in a move that could drive stronger brand recall among viewers.
Within the Fetch app, consumers can watch the series trailer, which launches Nov. 20, and episodes to earn points that can be redeemed for gift cards. Users can also earn points by shopping the episodes within the in-app Fetch Shop, or complete Fetch Play gaming challenges to unlock bonus content.
The global cashback apps market was valued at $6.12 billion last year and is expected to grow to nearly $12 billion by 2034 as consumers attempt to make their dollars stretch further. Average household spending over the 2026 holiday season is expected to reach $1,654, a 4% increase over the year-ago period, according to Deloitte.
The latest effort from Fetch taps into the growing trend around branded microdramas and episodic content. Others that have leveraged a similar strategy recently include L’Oréal’s Urban Decay, Marc Jacobs and JCPenney.
