Welch's Juicefuls: Unmute Your Fruit

The Challenge

Welch's Juicefuls was getting outspent by General Mills' Gushers — 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.