Pepsi Dig In

Pepsi Dig In is PepsiCo's purpose-driven commitment to invest in Black-Owned foodservice businesses. In order to amplify these efforts, tell stories of cultural uplift, and build a community of support, a vibrant & lively digital presence is enacted to help boost the program's reach, raise visibility for the Black-Owned food industry, and connect foodies to delicious new finds. Golin New York is currently a PRWeek Purpose Award finalist for Pepsi Dig In.

Scope

Digital

Role

Design
Art Direction

In Collaboration With

Digital Leads • Amanda Lordy / Kelly Larson
Account + Digital • Jenna Tatman
Copywriting • Brooke Hardington

Agency: Golin New York

Social Content Strategy

Together with members of the Golin New York digital team, I helped create social content pillars to introduce the public to the Pepsi Dig In brand, which launched in late 2020/early 2021. The various pillars also aim to inform its audience about the rich history of soul food, communicate partner initiatives, uplift & create a platform for conversation, and provide taste appeal. Producing and ideating content includes communicating with several Black-owned restaurant partners directly to help tell their stories and showcase their specialties. Much of the content uses photos already in existence and refreshes them to create a coheseive look for the Pepsi Dig in brand.