Case Study 07

Pepsi Dig In

Participants

Creative Direction — Arielle Knapp (PepsiCo), Anna Tou (PepsiCo), Dakyung Lee, Jong Woo Si
Lead Design — Danie Suk
Design — Danie Suk, Eunseo Jun
Lead Copy — Ryan Cheung
Copy — Karen Bolipata

Project Overview: In 2021, JD&Co. Design joined PepsiCo in their efforts to spotlight Black-owned restaurants. The result? A bold campaign designed to strengthen small businesses and get delicious food into the bellies of the hungry masses.

Services: Branding / Food & Beverage / Hospitality / Illustration / Social / Website

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Website Design—Homepage

The Challenge

Black restaurant owners face plenty of systemic barriers in the food industry – ones that have only worsened in the pandemic. By leveraging its platform and resources, PepsiCo sought to build momentum for Black-owned eateries across the country now and for years to come.

Social Post

The Solution

To bring the Dig In campaign to life, JD&Co. Design led creative direction, designing a bold digital platform and promotional materials that connect Black restaurant owners with training, mentorship, and grants to set them up for long-term success.

In addition, we balanced the presence of multiple brand partners within one cohesive website. The finished product is an easy-to-navigate hub, where current and aspiring restaurant owners can access an 8-week consultation, optimize their delivery services, and grow their online presence.

Website Design—Support for Everyone Page

The Results

PepsiCo’s Dig In campaign aims to generate at least $100 million in sales for Black-owned restaurants over the next five years, reaching 40+ communities, and giving personalized attention to 5-15 restaurants within each community.

Since PepsiCo launched the website and promotional assets, Dig In has even hosted Dig In Day, inviting customers to explore Black-owned restaurants, track purchases, and earn rewards for their support.