Stealing Share By Getting Real
WELCH'S JUICEFULS
Stealing Share By Getting Real
Welch's Juicefuls faced outsized ad spend from General Mills' Gushers.
Gushers’ aggressive spending put Juicefuls at risk of being delisted by retailers. To steal share, our “Unmute Your Fruit” campaign engaged people who wanted real ingredients in their snacks—and raw, unfiltered moments in an increasingly artificial world.
“Unmute Your Fruit” amplified Juicefuls’ promise of real, whole fruit inside every bite—a rarity these days in the fruit snack aisle, where junk ingredients reign.
Together with Spotify, we built & promoted a sweeps across digital, social & in-store, offering exclusive access to real moments with emerging artists Tanner Adell & Teddy Swims.
We gave fans the realness they were craving.
Results
25.3%
sales lift at Walmart
68 million
impressions
89%
increase in new shoppers