Pepsi Save Our Restaurants - Case Study AV for Awards.

At the break of the COVID-19 pandemic, many service industries took a major hit, but the worst affected were the restaurants who had to shut operations to reduce the spread of the virus. For a sector that is valued at USD 4 billion, with the National Restaurant Association of India (NRAI) counting more than 500000+ restaurants as members, the virus spelled disasters in more ways than one for our beloved restaurants. Due to this, a lot of workers lost their jobs and their livelihoods.

It was at this point, when Pepsi joined hands with Swiggy and NRAI to start a campaign that helped #PepsiSaveOurRestaurants, executed by Wunderman Thompson India. It was a campaign that touched many hearts and provided 2.5 million meals directly to unemployed restaurant workers’ homes

The campaign was very simple, from June 25, 2020 to July 19, 2020 for any beverage added to your Swiggy cart, Pepsi provided a restaurant worker who lost his job due to the pandemic, with a meal.

The response was unbelievable, over 2.5 million unemployed restaurant workers were provided with meals right at their doorsteps. This also made Pepsi the #1 Soft drink brand on Swiggy. With 100 Million+ digital reach and 100% positive sentiment, this campaign did not only touch hearts but also helped bring the community together. Boosted by celebrities, influencers, and the public, this campaign received media coverage worth 650,000 USD (INR 49 Million) and PR worth 690,000 USD (INR 52 million).

While working on the AV, we had to ensure all the sentiments of #PepsiSaveOurRestaurants were captured in the 2 minutes of the video duration, where the contribution, the campaign, and its impact can also be seen.

Uthra Chandrasekhar

Uthra Chandrashekar is a media specialist at the DAV Media also being a psychology buff! Her research and writing explores Marketing, Digital Cultures, Advertising, Media industry and Literature, although she fills her soul with thought provoking ideas about, Woman Empowerment, Social Equality, Counter Culture Living, Art, Music & Cinema.