PEPSI DIG IN

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To generate awareness and celebrate black-owned restaurants (BOR), PepsiCo launched the Dig In initiative.

 

A platform that brings communities together to discover BOR cuisines near and far, share meals, and generate a huge spike in business for Black restaurants.

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To draw more attention to the program, we created a documentary series named "You have to taste this", starting celebrity chef Marcus Samuelsson, who invited viewers to travel to featured BOR restaurants, and try the one dish worth traveling for.

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The results so far:

$20.8 million invested in BOR restaurants

$590k generated in sales

$350k awarded in grants