Company Background:

PepsiCo is a global leader in the food and beverage industry, with a vision to be the global industry leader by winning with purpose. ​

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Challenge:

If given $100,000, capitalise on one of the biggest marketing trends in the food and beverage industry.

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Summary:

Capitalising on increased demand for plant based products and the increase in demand for outdoor experiences to increase brand awareness and align brand with a more health conscious image. 

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Solution:

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After extensive research, I chose the veganism trend for my campaign. Veganism is the practice of eating food not deriving from animals and is the fastest growing trend in the food and beverage industry in 2020. 

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The plant based market in the UK was worth £1.8 billion and is expected to grow as the UK was voted the most popular country for veganism (2019 and 2020). 

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The objectives of this campaign:

• Raising brand awareness and aligning brand with a more health conscious image

• Bringing together community of people interested in health and wellness, to act as advocates for the brand

• Building business relationships with local farmers in hopes of reducing procurement costs of raw materials

• Promoting company's vegan-friendly offers.

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1. Digital Marketing Campaign

This portion of the campaign will be aimed at gaining attention of the audience and building interest for coming event.

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This portion mainly consists of creating a sub-brand and sharing visually appealing, sharable, relevant and useful to the target audience. This will build legitimacy in the niche and establish the brand as an authority.

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2. Food Festival 2021

The second stage would be a food festival where local vegan sellers are invited to sell their products alongside the brand which will be selling its own. 

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With the world in lockdown in 2020, people would be looking for experiences to fill the void. The event would capitalise on the increasing experience economy trend, where people are spending more money on experiences than on actual products. 

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The event would be held in summer in London 2021, after the COVID-19 restrictions have subsided and people are more willing and able to travel. London was chosen because it is considered a hub for veganism in Europe and is already a prime tourist destination with efficient transport systems. 

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Local artists and speakers would be asked to join the event, leading to a more authentic and culturally appropriate mood.

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These activities would cement the brand's legitimacy within the health conscious community and build useful business relationships.

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