FUEL Partnerships

What FUEL Partnerships does

FUEL Partnerships® is a privately held, Boca Raton–headquartered retail marketing agency founded in 2011 by Erik D. Rosenstrauch. The firm serves consumer packaged goods (CPG) brands with four core service lines: Strategic Planning, Partnerships, Retailtainment, and Custom Activation. All work is delivered through a proprietary Tactic Agnostic® approach, meaning the agency selects tactics only after defining a strategic "Big Idea," and through a MeTail methodology that couples online and offline retail experience. Engagement delivery is omni-channel — in-store, online, digital, social media, and experiential — and is anchored to a library of recurring pre-built retailtainment programs (e.g., Upgrade Your Holidays, Walmart Farmers Market, Support Your Health, Back to School, Resolutions Made Easy, Go Nuts for Tots) plus custom cross-category partnership programs (e.g., Barilla x Quorn x Drew Barrymore, Nair x Australian Gold).

The core "technology" is not a software platform but a set of proprietary methodologies and trademarked brand constructs (Tactic Agnostic®, Retailtainment®, "Marketing's only purpose is to drive transactions®") combined with a retailer contacts database spanning Walmart, Target, Kroger, Walgreens, CVS, Whole Foods, Sam's Club, Publix, HEB, Safeway, Albertsons, Meijer, Rite Aid, 7-Eleven, Amazon, and Ahold Delhaize. A regional office in Bentonville, AR (opened 2014) supports the flagship Walmart relationship. There is no disclosed software product, AI/ML capability, mobile app, API, or proprietary data asset.

The revenue model is professional services fees, quote-based and negotiated per engagement, with no disclosed pricing tiers, retainer structure, or revenue figures. Distribution is entirely B2B, reaching CPG brand marketers through direct sales outreach, the corporate website (fuelpartnerships.com), case-study content, social media, and a newsletter. The company is founder-led, privately held, with no institutional investment, no disclosed funding rounds, and no M&A activity on record.

Name

FUEL Partnerships

Legal name

FUEL Partnerships®

Website

https://fuelpartnerships.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

FUEL Partnerships® is a privately held, Boca Raton–headquartered retail marketing agency founded in 2011 that serves CPG brands with Tactic Agnostic® strategic planning, cross-category partnerships, retailtainment programs, and omni-channel custom activation at major U.S. retailers led by Walmart.

Ownership category

akta.pro rank

Headquarters

HQ city

Boca Raton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Retail Marketing Agency Services: FUEL Partnerships generates revenue as a retail marketing agency providing strategic planning, custom retail activation, retailtainment, and partnership programs. Services are customized for each brand based on product/category lifecycle and marketplace dynamics. Revenue is derived from professional service fees for developing and executing retail marketing programs that generate awareness, drive transactions, and build consumer relationships.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FUEL Partnerships is a B2B retail marketing agency that develops and executes omni-channel retail marketing programs for CPG brands at major US retailers. Its core offerings are organized around four pillars: Strategic Planning, Partnerships (cross-category programs), Retailtainment, and Custom Activation — delivered through a proprietary Tactic Agnostic® approach and BIG IDEA framework spanning in-store, online, digital, social media, and experiential tactics. The agency operates as an "Adjunct marketing arm" for brands, customizing programming based on product/category lifecycle and marketplace dynamics to drive awareness, engagement, transactions, and consumer relationships.

Product overview

FUEL Partnerships is a retail marketing agency offering a vertically integrated suite of services including Strategic Planning, Partnerships, Retailtainment, and Custom Activation. The agency operates under a proprietary Tactic Agnostic® approach, deploying only specific tactics that effectively deliver against strategic objectives. The core offerings are organized around pre-built, omni-channel retailtainment programs that support seasonal and thematic events throughout the year (such as Upgrade Your Holidays, The Ultimate Homegate, Support Your Health, Upgrade Your Summer, Back to School, Share Easter, Resolutions Made Easy, Get Out Get Active, Walmart Farmers Market, 40 Days 40 Ways, and Go Nuts for Tots), cross-category partnership programs (including Save Your Way to the Latin Grammy's and Nair & Australian Gold Partnership), and custom activation campaigns. Programs are delivered through big ideas that engage shoppers across in-store, online, digital, social media, and experiential channels to drive awareness, engagement, transactions, and brand relationships.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Planning Insight-based marketing strategy service that effectively positions brands for long-term retail success, supporting new business with a focus on driving immediate sales and building consumer loyalty.
• Partnerships (Cross-Category Programs) Cross-category partnership programs that deliver need-based solutions for shoppers and efficient ROI for suppliers by bringing complementary brands together to create winning programs.
• Retailtainment Vertically integrated retailtainment programming that delivers impactful brand experiences to engage consumers and drive transactions at retail.
• Custom Activation Customized omni-channel marketing programs using a Tactic Agnostic approach to deliver immediate and long-term brand growth through in-store, online, digital, social media and experiential tactics.
• Walmart Farmers Market Health-focused pre-built retailtainment program recreating a farmers market experience in-store with seasonal produce and better-for-you CPG brands.
• Upgrade Your Holidays Holiday-themed retailtainment program bringing together brands to provide entertaining ideas for Walmart shoppers with charitable donation opportunities.
• The Ultimate Homegate Football/sports themed program creating a one-stop shop solution at Walmart for fans to enjoy game day from home with participating brands.
• Support Your Health Health and wellness themed program positioning Walmart as the destination for brands supporting immune health and cold/flu symptom relief.
• Upgrade Your Summer Summer entertaining program ensuring Walmart is the convenient destination for summer BBQ and outdoor activity needs with participating brands.
• Back to School Back-to-school themed program delivering convenient solutions for moms with savings and sweepstakes opportunities at Walmart.
• Share Easter Multi-supplier Easter celebration program driving consumers to retailer as the destination for all Easter needs with one-stop shopping solutions.
• Resolutions Made Easy New Year's resolution themed program combining better-for-you brands at Walmart to engage, educate, and convert shoppers with health solutions.
• Get Out Get Active Summer outdoor activity themed program delivering solutions for Walmart shoppers to fuel outdoor adventures with participating brands.
• 40 Days 40 Ways Lent-themed program delivering inspirational low-cost shopping solutions for families preparing for the 40 days of Lent at Walmart.
• Go Nuts for Tots Holiday charitable program where Wonderful Pistachios and Walmart give shoppers opportunity to donate to Toys for Tots while driving awareness and sales.
• Save Your Way to the Latin Grammy's Hispanic Heritage Month program with cross-category partnership delivering savings and sweepstakes opportunities to encourage repeat purchases.
• Nair & Australian Gold Partnership Summer-themed partnership between Nair and Australian Gold delivering samples and exclusive savings offers for female shoppers at Walmart.
• Fuel Your Creativity with Quorn and Barilla Cross-ruff partnership between Barilla and Quorn with Drew Barrymore celebrity partnership delivering recipes and savings for busy families.
• Babyganics Relaunch Program Relaunch activation for babyganics product line at Walmart across ~3,200 stores with in-store awareness and consumer engagement tactics.
• Wasa & Justins Joint Sampling Joint sampling program at Kroger generating trial and driving online and in-store sales through product pairing and recipes.
• Uncap the Jackpot National sweepstakes program generating brand awareness through printed codes under caps allowing consumers to enter for prizes.
• Nut-Thins 2 Win Interactive in-store selfie contest and scavenger hunt to create engagement and improve product findability for Nut-Thins at retail.
• Green Giant Swap-Ins Launch Campaign New product launch campaign for Green Giant Veggie Spirals at Walmart using a variety of tactics to drive trial and transactions.
• Lolea Prizes (Sweepstakes Program) Sweepstakes program with high perceived value cooler prizes integrated into store displays to drive in-store traffic and incremental purchases.
• Win with Klass Engagement and sweepstakes program for Klass brand at Walmart to drive consumer interaction and sales.
• Gray Away Multi-Faceted Campaign Multi-faceted campaign involving in-store, out-of-store, and digital tactics to boost retail sales through strategic execution during key timing.

Quantifiable outcome

• 217% - 534% Overall Event Day Lift (Upgrade Your Holidays)
• +7 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• WalmartflagshipStrategic or Co-development PartnerPrimary retail partner where FUEL executes extensive retailtainment and activation programs. Programs include Walmart Farmers Market, Upgrade Your Summer, Upgrade Your Holidays, Back to School, Support Your Health, and many more seasonal and thematic initiatives.
• TargetcoreStrategic or Co-development PartnerMajor national retailer partner for retail marketing activation and cross-category programs.
• KrogercoreStrategic or Co-development PartnerGrocery retailer partner for joint sampling programs and cross-category brand partnerships such as Wasa & Justins.
• WalgreenscoreStrategic or Co-development PartnerDrug retail partner for retail marketing programs and brand activation.
• CVS PharmacycoreStrategic or Co-development PartnerNational pharmacy retailer for retail activation and marketing programs.
• Whole FoodscoreStrategic or Co-development PartnerNatural and organic grocery retailer partner for health-focused brand programming.
• Sam's ClubcoreStrategic or Co-development PartnerWarehouse club retailer for bulk/savings-focused marketing programs.
• PublixcoreStrategic or Co-development PartnerRegional grocery retailer in Southeastern US for retail marketing activation.
• HEBcoreStrategic or Co-development PartnerRegional grocery retailer in Texas for retail marketing programs.
• SafewayminorStrategic or Co-development PartnerGrocery retailer partner for retail marketing activation.
• AlbertsonsminorStrategic or Co-development PartnerNational grocery retailer for retail marketing programs.
• MeijerminorStrategic or Co-development PartnerMidwest regional retailer for retail activation.
• Rite AidminorStrategic or Co-development PartnerDrug retailer for pharmacy-focused marketing programs.
• 7-ElevenminorStrategic or Co-development PartnerConvenience retail partner for impulse/pop-up style activations.
• AmazonminorStrategic or Co-development PartnerE-commerce platform for digital/online retail marketing integration.
• Ahold DelhaizeminorStrategic or Co-development PartnerInternational grocery retailer group for multi-market programs.
• Toys for Tots FoundationminorOthersAnnual charitable partner for holiday season programs. FUEL programs donate portions of sales or create donation opportunities for Toys for Tots.
• JDRFminorOthersCharitable organization supported through FUEL's giving back initiatives.
• Jacobson Food PantryminorOthersLocal Boca Raton food pantry where FUEL team volunteers annually.
• Drew BarrymorecoreGTM or Marketing PartnerCelebrity partner for Fuel Your Creativity program - leveraging her social media followers and viewers of 'The Drew Barrymore Show' to engage shoppers with Barilla and Quorn products.

Scale indicators2 records

Recent moves6 records

Expansion highlights8 records

Direct peers

• The Mars Agency: The Mars Agency is a global retail and shopper marketing agency that designs and executes in-store, digital, and omnichannel programs for major CPG brands and retailers. It is a direct comparable to FUEL Partnerships given its focus on shopper marketing, retailtainment-style activations, and serving the same CPG client base at retailers like Walmart, Kroger, and Target.
• The Integer Group: The Integer Group is a large shopper and retail marketing agency within the Omnicom/DAS network, specializing in brand-to-retail activation programs for CPG clients. It is directly comparable to FUEL Partnerships in service offering (shopper marketing, retailtainment, omnichannel activation), though it operates at significantly greater scale.
• Catapult Marketing: Catapult is an independent retail marketing agency that delivers shopper marketing, in-store activation, and omnichannel programs for CPG brands. It is a direct peer to FUEL Partnerships based on similar boutique agency model, CPG client base, and emphasis on retail-measurable outcomes.
• Saatchi & Saatchi X: Saatchi & Saatchi X is Publicis Groupe's shopper marketing and retail activation network, serving major CPG brands with retail-measurable campaigns. It is a direct peer to FUEL Partnerships in service category, with the key difference being its holding-company scale and global footprint.
• TracyLocke: TracyLocke is an Omnicom-owned shopper marketing agency that creates omnichannel retail experiences for CPG brands. It is comparable to FUEL Partnerships in its focus on shopper insights, retail activation, and experience-led brand work, with deeper holding-company resources.
• Advantage Solutions: Advantage Solutions is a major CPG sales and marketing services company providing retail merchandising, shopper marketing, and brand activation services. It is a direct peer to FUEL Partnerships given overlapping capabilities in retail activation and CPG brand services, though it operates at much greater scale.
• Acosta Group: Acosta is a leading sales and marketing agency serving CPG brands across retail channels, including in-store activation, sampling, and shopper marketing. It is a direct peer to FUEL Partnerships in service category and CPG client base, with substantially greater scale and broader service portfolio.
• Momentum Worldwide: Momentum Worldwide is IPG/McCann's experiential and shopper marketing agency delivering brand experiences, retail activations, and events for major brands. It is a direct peer to FUEL Partnerships in retailtainment/experiential marketing, with greater scale and global footprint.
• Sparks: Sparks is a Havas-owned experiential and retail marketing agency that creates live brand experiences, retail activations, and shopper engagement programs. It is comparable to FUEL Partnerships in retailtainment and in-store experiential execution for CPG and consumer brands.

Broad incumbents

• Geometry (Ogilvy): Geometry is WPP/Ogilvy's global commerce and shopper marketing network serving CPG brands with retail activation, packaging, and digital commerce services. It is comparable to FUEL Partnerships as a broader incumbent offering overlapping retail-marketing capabilities within a much larger portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/fuelyourbiz

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FUEL Partnerships