BRAND GROWTH STRATEGY
Pepsi Dig In
PEPSI DIG IN - GROWTH STRATEGY
In its 3rd year of a 5-year, $50 million commitment, Pepsi Dig In’s strategy needed to evolve with a positioning at the center of food and pop culture.
With a renewed approach to our media, talent and experience strategy, brand awareness tripled and the impact was felt among restaurant owners and consumers.
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Grow brand awareness and equity among local restaurant owners and millennial food enthusiasts
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Leverage consumer and restaurant owner insights to build and execute an omnichannel approach across integrated communications, sales and B2B go-to-market planning, partnership strategy and experiential execution
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Media Strategy
Revamped media strategy with a new investment plan. Instead of using media dollars to boost organic content, I increased our investment in food endemic channels, such as Eater, Thrillist and Yelp, to reach qualified consumers with our brand message.
Renewed Digital Presence
Social & Influencer Strategy
Partnered with an in-house agency to craft a social strategy to power Pepsi Dig In’s Instagram as our info-tainment hub for foodies and restaurant owners. Unlocked relationships with micro-influencers across key markets for localized and authentic content to drive business to committed restaurant partners & engage foodies in our mission.
Following and engagement rate tripled as a result
Web Presence
Led update of pepsidigin.com as the main hub for both restaurant owners and consumers to learn more about our mission, initiatives and upcoming program.
Developed site structure to optimize engagement and clarity among two distinct customer groups.
Crafted website copy to drive engagement and reduce bounce rate
Partnership Strategy
Built a rolodex of restaurant owners, chefs, influencers and other experts within food & beverage to create a partnership ecosystem that enables Pepsi Dig In to grow its credibility & reach.
I’ve led negotiations with partners like: The James Beard Foundation, Keith Lee, Larry Morrow of Morrow Hospitality, Yelp, Square and Mastercard.
B2B Go-To-Market Planning
Partner closely with local market & sales counterparts to develop commercial programming to increase local restaurant share by 3 points.
Collaborated on key beverage acquisition and renewal pitches, including Morrow Hospitality and Slutty Vegan, respectively.
Experiential Strategy
Established a playbook for key ownable tentpole moments & partner experiences to build brand awareness among foodies.
Led experiences for:
Mary J. Blige’s Strength of a Woman | 2023, 2024
Pepsi Dig In Day | 2023, 2024
Honeyland Festival | 2023
MGM x Pepsi Dig In Super Bowl LXIII | 2024
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+3 pts Increase in brand equity for Pepsi Masterbrand
Mass media penetration measured by 20B earned impressions in 2 years
Acquisition of 2.4K restaurants to Pepsi’s portfolio