• by Danielle Oster , 11 hours ago

Aspirational health and wellness resolutions tend to drop off quickly. So fruit-based foods and beverages brand Welch’s launched a campaign for its Zero Sugar Juice line timed to the new year based on the idea that approachable fitness goals are more likely to lead to lasting changes.

Welch’s teamed up with digital fitness platform Strava for a “Zero-K Challenge,” calling on audiences to simply “start somewhere” as they aspire to better fitness habits. Alluding to running challenges tied to specific distances like 5 kilometers (5K) or 10 kilometers, the “challenge” invites users of the free Strava app to log in and report fitness activity of any intensity and duration, through Jan. 28.

Those who participate will receive a coupon for one complimentary Welch’s Zero Sugar beverage, redeemable at select retailers, and be entered into a  sweepstakes giving them a chance to win one of 50 grand prize kits that feature Sugar juices, a three-month Strava membership, adidas Adizero shoes, an Igloo Day Chiller backpack, a JBL Clip speaker, a yoga towel, and custom Welch’s merchandise.

Welch’s announced its “Zero-K Challenge” with a promotional video on social media last week, The brand is continuing to promote the challenge through social channels, including through paid partnership posts with influencers, including food content creator Kate Norkeliunas and runner May Elix.

"With the Zero-K Challenge, we're meeting people exactly where they are,” Welch’s Chief Brand and Innovation Officer Andrew Hartshorn, who was hired in the newly created role last October, said in a statement. "Big goals often start with small changes, whether that's moving your body for a few minutes or cutting back on sugar in a way that still tastes great.”

Hartshorn added that the campaign is designed to celebrate “progress over perfection,” while positioning the brand’s Zero Sugar line of juices as a way to “make it easier to take that first step” toward fitness and health goals.

Welch’s launched its Zero Sugar Juice line with a “You Gotta Sip It To Get It” campaign back in August of 2024. The “Zero-K Challenge” follows Welch’s holiday “Break Out The Fancy Juice” campaign introducing the first new child actor to star in a Welch’s ad since the 2000s.