How Once Upon a Farm Drove 50% Rebate Redemption with Brij

Once Upon a Farm is Jennifer Garner’s health-focused kids and family brand on a mission to provide nutritious, organic food that supports children’s wellness from infancy through childhood. Co-founded by Jennifer Garner alongside nutrition and industry veterans, the company started with cold-pressed baby food and has expanded into a broad portfolio of organic snacks, meals, and refreshed refrigerated products sold nationwide in thousands of stores. Rooted in real food, sustainability, and purpose-driven values, Once Upon a Farm strives to make healthy eating easy for families while championing systemic improvements in childhood nutrition.

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Once Upon a Farm has scaled rapidly across national retail, with a continued focus on supporting parents beyond the shelf through education and ongoing communication. As the team prepared to launch its new Refrigerated Oat Bars at Target, they needed a way to drive retail velocity, encourage in-store purchases, and collect first-party consumer data to fuel future marketing efforts. The challenge was engaging shoppers in a way that both motivated purchase and enabled the brand to build deeper ongoing relationships with consumers.

To meet this challenge, the Once Upon a Farm team partnered with Brij to run performance-driven rebate campaigns distributed through email and a highly engaged Facebook community group.

Two distinct rebate offers were tested: a buy-one-get-one (BOGO) rebate and a free bar rebate. The free bar offer delivered standout engagement, with 87% of consumers opting in, compared to 38% opting in for the BOGO offer.

Even with the added friction of receipt uploads -- which require shoppers to buy in store and then submit proof -- conversion remained strong: 49% uploaded receipts for the free bar rebate, and 33% for the BOGO rebate.

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Ultimately, Once Upon a Farm achieved a 50% rebate redemption rate on the free bar campaign -- more than 2× the average digital coupon benchmark -- while driving 60,000+ consumer engagements to date through ongoing post-purchase connection.

These results demonstrate how value-led experiences can meaningfully connect retail shoppers with brand education, support, and ongoing communication, delivering redemption rates far above traditional coupon performance.

Through testing both a BOGO rebate and a free bar rebate, the brand gained actionable insights into what motivates purchase and engagement among its audiences.

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