We turned fruit into instruments to showcase the real, whole fruit in Weis Ice Cream. Using nano computers and wires, we created a sampling desk made from fruits like mangoes, watermelon, and summer berries.

The Juicy Cuts campaign launched as an exclusive track called ‘Make Me’, which was produced and performed live on fruit by Aussie DJs, ‘YesYou’.

We collaborated with ‘YesYou’ to refine the technology behind the fruit mixing desk, and create a song that captured the sound of summer, with samples inspired by the tropical flavours of Weis fruit.

The track was launched with a live performance from ‘YesYou’ at a Weis beach party in Byron Bay, and ‘Make Me’ was released on Spotify and Apple Music. Video and stills content ran across Facebook, YouTube, and owned digital assets. ‘YesYou’ gave live radio performances at Austereo Radio Studios. Interactive sampling at live events and music festivals across Australia took the campaign on the road.

The campaign ran nationally across Australia, over summer 2016/17. It launched on 6 November 2016.

The campaign delivered over 9.3 million impressions, from a modest media budget of under $500K (USD).

Unprompted awareness of Weis doubled, compared with the previous year.

Sales are up year on year, and significantly ahead of targets for the season. The campaign is still live, and final results are still coming in.