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.
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.