Welch's Juicefuls: Unmute Your Fruit

The Challenge

Welch's Juicefuls was getting outspent by General Mills' Gushers, with aggressive ad spend that put Juicefuls at risk of being delisted by retailers. The brand needed a campaign that could punch above its weight and steal share without matching Gushers dollar-for-dollar on media.

The Campaign: Unmute Your Fruit

The "Unmute Your Fruit" campaign leaned into what made Juicefuls different: real, whole fruit inside every bite in an aisle dominated by junk ingredients. I built the digital experience that brought this campaign to life across multiple touchpoints.

In a world of artificial everything, sometimes the best marketing strategy is just being real.

The Spotify Integration

The headline feature was a sweepstakes built in partnership with Spotify, offering fans exclusive access to real moments with emerging artists Tanner Adell and Teddy Swims. I built the sweepstakes platform that tied together:

• Spotify API integration for artist content and authentication flows
• Cross-platform entry system spanning digital, social, and in-store touchpoints
• Sweepstakes engine handling entries, validation, winner selection, and prize fulfillment
• Real-time analytics dashboard tracking campaign performance across channels

What I Built

• Campaign microsite in Nuxt with dynamic content and sweepstakes entry flows
• In-store to digital bridge: QR codes and short URLs driving physical shoppers into the digital experience
• Social integration amplifying the campaign across platforms
• Mobile-first design optimized for the impulse-driven grocery aisle audience

The Results

The numbers told the story:

• 25.3% sales lift at Walmart
• 68 million impressions across all channels
• 89% increase in new shoppers discovering the brand

The campaign proved that smart digital execution can outperform raw ad spend, and that building an experience people actually want to engage with beats shouting louder than the competition every time.