Recognizing the diverse range of delicious food, rich history and culture that Black-owned restaurants contribute to the American experience, Pepsi introduced Dig In. The consumer-facing, multi-year platform is a rallying call for people to double down on supporting Black-owned restaurants.
Created by Chicago agency Ten35, Dig In aims to generate at least $100 million in sales for Black-owned restaurants over the next five years. The platform also serves as an invitation for Black restaurateurs to tap into a variety of resources available from PepsiCo including business services, training and mentorship. Both timely ways to support Black-owned eateries that are facing systemic barriers, which have been worsened by the pandemic.
“Our mission to connect Black-owned restaurants with the access, business acceleration, and visibility needed to thrive requires a clear call to action: Dig In,” said Scott Finlow, Chief Marketing Officer, PepsiCo Global Foodservice. “Dig In to the vibrant, delicious menus of Black-owned restaurants. Help build this moment into a sustainable movement that enables businesses to continue serving as cornerstones of our communities.”
A Primetime Kickoff
Pepsi introduced Dig In with a national ad spot featuring a symphony of standout Black-owned restaurants from four cities. Debuted on NFL Network Media during the playoffs, one of the most-watched sports moments of the year, “Savor the Sound” shines a spotlight on four hometown heroes through the sights and sounds of the dishes they create.
The spot premiered December 26 and runs through February 8 on TV, and digitally on NFL.com. Starring in the ad are:
- 7th + Grove, Tampa, Fla.: Delivers an elevated southern menu, creatively crafted cocktails and extraordinary service.
- Off the Bone Barbeque, Dallas, Texas: Local favorite serving up gourmet, authentic barbecue that keeps diners smiling from ear to ear.
- The Breakfast Klub, Houston, Texas: A central mainstay in Houston’s daily life, providing good food served in a soulful atmosphere.
- Kitchen Cray, Washington D.C.: Eye-tempting comfort food with a Cajun twist that’s topped with decadence.
“Our restaurant has stood strong with open doors for 19 years as a Houston mainstay, feeding locals and visitors alike,” said Marcus Davis, founder and owner of The Breakfast Klub and member of the PepsiCo Black Restaurant Advisory Council. “With the national exposure that Pepsi is providing to businesses like mine, I hope to see a boost in active interest and support of the many Black-owned restaurants shaping the culture and food scene in neighborhoods across America.”
Closing the Digital Divide
Pepsi also rolled out the Black Restaurants Deliver program, an eight-week, no cost consultancy that optimizes and builds online ordering and delivery capabilities for select restaurants.
Having recently completed a pilot in Washington, D.C., the program will serve 400 restaurants in more than 40 local communities over five years, jumpstarting restaurants’ adaptation to the ever-changing dining landscape.
In early 2021, Pepsi will expand its consumer engagement efforts with more ways for people to learn about and support Black-owned restaurants nationwide. To Dig In with Pepsi, follow @PepsiDigIn on Instagram and Facebook.
- Chief Marketing Officer, PepsiCo Global Foodservice: Scott Finlow
- ECD: Juan Santiago
- Writer/ ACD: Jeff Barry,
- Art Director/ACDs: DeChazier Pykel and Paul Wagner
- Producer: Tony Grossman
PRODUCTION COMPANY: Method & Madness
- Producer: Sylvetta Christmas
- Director(s): Ross Zuchowski, Zanah Thirus, Patrick Burke, Casey Lock
- DoP: Jon Hamblin Joe Zizzo
- Edit: Casey Lock John TerEick
MUSIC: The Elements
COLOR: The Mill
- Colorist: Oisin O’ Driscoll