How Juni Used Billboard Advertising to Support Its Whole Foods Expansion in Austin
Retail expansion needs more than shelf space. It needs people to notice, remember, search, and buy.
That was the idea behind Juni’s out-of-home (OOH) campaign in Austin, Texas. The functional beverage brand, co-founded by Jay Shetty and Radhi Devlukia, used a high-impact billboard to build visibility around its presence at Whole Foods and bring the brand into the real world.
The campaign ran during a broader period of retail and brand growth for Juni. While OOH was one piece of that momentum, it created something digital alone can't always deliver: a highly visible presence in the market where consumers could actually find the product.
Supporting a CPG Brand at the Point of Retail Expansion
Moving into a major retailer creates an important opportunity for a CPG brand, but shelf placement alone doesn't guarantee awareness.
For Juni, Austin offered an opportunity to connect its growing digital presence with a physical retail moment. The strategy was simple: make the brand visible in the same market where consumers could find it on shelves.
That's where billboard advertising can play a powerful role. It builds familiarity before the shopper reaches the store and reinforces the digital, social and influencer touchpoints they're already seeing.
The campaign put Juni in the real world
Coastal Maverick helped bring Juni’s message into Austin through a billboard campaign designed to support retail visibility and brand discovery.
The creative featured the Juni brand and its founders, Jay Shetty and Radhi Devlukia. That mattered because the founders were already part of the brand story. The billboard connected the product to recognizable people, which gave passersby a faster way to understand and remember the brand.
The campaign ran for four weeks and delivered:
576,580 billboard impressions in Austin over four weeks.
That number reflects repeated exposure in the market. For a retail launch, that repetition can be powerful. A consumer may see the billboard on a commute, later see a post on Instagram, then spot the drink at Whole Foods. Each touch builds familiarity.
This is where billboard advertising for CPG brands can play a clear role. It doesn’t ask consumers to stop scrolling. It shows up in the physical market where the product is trying to grow.
Search interest rose as the campaign went live
One of the strongest signals from the campaign came from search behavior.
Google search interest for Juni in Austin saw a significant spike that coincided with the campaign launch. National search interest also increased during the campaign window.
The billboard wasn't operating in isolation. Juni was simultaneously benefiting from its Whole Foods rollout, founder audiences, social content and broader brand momentum. But the timing illustrates an important role OOH can play: real-world visibility can create curiosity that continues online.
Consumers see a brand in the physical world, then search the product, visit the website, look for store locations or engage with it on social.
The Billboard Became Content, Too
OOH doesn't stop working when someone drives past it. A strong physical placement can become content itself.
Juni's billboard reel generated 8,720 views, extending the campaign beyond the people who physically encountered the board. During the broader campaign period, Juni's Instagram audience also grew from 86.2K to 149K.
That audience growth shouldn't be attributed to the billboard alone, but it demonstrates the larger opportunity: when OOH, retail, social and founder visibility work together, the physical campaign can become another shareable part of the brand story.
It gave the brand something concrete to point to and say, “We’re here.”
Why OOH works well for CPG retail growth
CPG brands often spend a lot of time on online ads, influencer content, sampling, retail media, and shopper campaigns. Those channels all matter.
OOH fills a different role.
It’s public. It’s physical. It’s hard to ignore. It can make a brand look established in a market before consumers have built a habit around buying it.
For brands entering new cities or retailers, OOH can help in four practical ways.
It creates real-world visibility
A drink in a cooler competes with dozens of other products. A billboard gives the product space to stand alone and be remembered.
It supports digital and social marketing
When consumers see a brand outside and later see it online, the digital message has more context. The brand feels more familiar.
It builds awareness near purchase behavior
OOH can place the brand message in the same city, neighborhood, or route where the product is available. That makes it useful for retail expansion.
It gives consumers a reason to search
A simple, bold billboard can spark curiosity. Search interest is often where that curiosity shows up.
What CPG Brands Can Learn From Juni's Austin Campaign
Juni’s Austin campaign offers a clear lesson for brands growing into retail: don’t treat shelf placement as the finish line.
Getting into a retailer matters. Building demand around that placement matters just as much.
A smart OOH campaign can support that effort when it’s tied to a real market moment. Juni had the right ingredients:
A recognizable founder story
A clear product category
A strong retail partner
A market with relevant consumers
Creative that people could notice and share
The result was a campaign that delivered more than impressions. It supported visibility, search activity, and social conversation during an important growth window.
FAQ
How can billboard advertising support a CPG retail launch?
Billboard advertising can build awareness around a CPG brand before consumers encounter the product in-store. When a brand is launching with a new retailer or entering a new market, strategically placed billboards can create familiarity, reinforce digital and social marketing, and help connect the brand’s advertising to its physical retail presence.
Why use OOH for a retail launch?
Out-of-home advertising helps turn a retail expansion into a broader brand moment. When a product launches into a new retailer or market, billboards and other OOH formats can build awareness outside the store, reinforce digital and social campaigns, and create familiarity before consumers encounter the product on the shelf. For brands expanding into retailers like Target, Whole Foods, Sprouts and others, OOH can help connect increased distribution with increased consumer awareness.
Where should brands place billboards when launching into a new retailer?
The right locations depend on the retailer, market and target consumer. Campaigns can be planned around retail locations, key commuter routes, high-traffic neighborhoods and areas where the target audience lives, works and shops. The goal isn't simply to be closest to the store, but to build meaningful visibility throughout the market.
How can you measure a billboard or OOH campaign?
OOH campaigns can be measured through estimated impressions and reach, along with signals such as search activity, website traffic, social engagement, QR codes and campaign-specific URLs. Depending on the campaign, mobile-device exposure and foot-traffic attribution can also help measure whether exposed audiences later visit key retail locations.
Launching Into a New Retailer or Market?
Getting onto the shelf is a big moment. Making sure people know you're there is the next step.
Coastal Maverick helps CPG and consumer brands build out-of-home strategies around retail launches, market expansions and other key growth opportunities, from billboards and digital OOH to nontraditional placements that reach consumers in the real world.
Launching somewhere new? Let’s make sure people notice.
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