Bakery giant Bimbo Canada has named Track its CRM agency following a competitive review. The Omnicom agency is charged with growing the company’s new Feed Good Rewards program.

Created in June, and powered by the Bimbo brands Dempster’s and Villagio, the Feed Good Rewards program combines eating well with a charitable component. Registered users are encouraged to make meals using Bimbo brands to earn points and receive coupons from the company.

Points are earned by looking at, sharing and rating a recipe, and points earned by members also drive a monthly donation of 15,000 meals ($7,500) to Food Banks Canada.

“Track impressed us with their performance-driven approach that drive smarter sales through predictive attribution and propensity scoring, as well as its deep bench strength as a certified Salesforce partner,” said Mohamed Al Lawati, director of digital and e-commerce at Bimbo Canada.

“We are excited to partner with Track to grow the Feed Good Rewards program across Canada,” added Bimbo Canada’s vice-president of marketing, Tania Goecke.

Track has partnered with several brands in the fast moving consumer goods space to help grow their loyalty programs across North America. In a release, the agency said it has experienced a “tremendous surge” in demand as a growing number of clients are investing in customer experience and using data insights to guide their marketing.

“Consumers want meaningful, personalized experiences, and we’re excited by the opportunity to grow this unique, new-to-Canada reward program that delivers on the promise of personalization,” said Paul Tedesco, president, North America, with Track.

“Our plan is to grow the Feed Good Rewards program utilizing the agency’s connected experience approach, where we connect people to Bimbo Canada brands through experiences that are the most relevant to them, wherever they are on their journey.”