Campaign Overview
Pepsi MAX: Take Half-Time to the Max; 460K Hub Visits, 11K Sample Redemptions, 99% Positive Sentiment. Pepsi MAX partnered with Big Zuu and Amazon Fresh to redefine football match-day meals, connecting quick recipes with the beverage and offering samples to drive engagement.
Client: PepsiCo | Year: 2023 | Location: UK
My Role: Creative Director
Full Case Study
Pepsi MAX – Half-Time to the Max
Hero campaign image of Big Zuu in the kitchen.
On set, behind the scenes.
Media example & Amazon Brand Store destination.
Tik Tok & Dailymail sponsorship drivers for the campaign.
Custom Amazon Fresh destination pages.
Desktop frames of the customer experience on Amazon.
Recipe 1: Loaded Animal Fries.
Recipe 2: Mexican Inspired
4 Layer Dip.
Recipe 3: Ultimate Chicken Tikka & Chips Sandwich.
OOH Campaign near Amazon Fresh stores.
Amazon Fresh bag design.
Case study
Challenge
Pepsi MAX needed to reposition itself as the ultimate beverage for UK football fans aged 18–34, increasing relevance during match-day meals and shifting behavior from competitor drinks. The goal was to blend convenience, flavor, and engagement into a seamless experience.
Insight
Football fans often eat quickly and prioritize convenience during matches. A campaign that connects taste, accessibility, and brand engagement could convert these moments into measurable impact.
Idea
The “Better with Pepsi MAX” campaign paired recipes with Pepsi MAX, enabled shopping via Amazon Fresh, and offered free samples, turning passive consumption into an interactive experience.
Execution
Recipe video content with Big Zuu.
Amazon Fresh hub for ingredient shopping and sample redemption.
Social amplification and digital OOH near KFC locations.
Innovations
EU-first integration of Amazon Ads and Amazon Fresh.
Multi-channel execution blending influencer, social, and OOH.
Sampling integrated into e-commerce to drive trial.
Impact
460K hub visits; 11K sample redemptions.
99% positive sentiment.
Big Zuu’s TikTok engagement +120% vs previous posts.
Awarded Best Brand/Publisher Partnership, Digiday Media Awards Europe 2024.
Awards
Winner: Best Brand/Publisher Partnership at Digiday Media Awards Europe 2024.
Nominated: Webby Award in the Social-Food & Drink category 2024.
Shortlisted: The Drum Awards Marketing EMEA 2024.
Finalist: Campaign Media Awards 2024.
Credits
Art Director: Ina Arnautalic
Copywriter: Andre Jackson
Solutions Managers: Gemma Brydon & Bryn Stamp
Front-End Engineer: Gabriele Stefani
Design Technologists: Mirko Cappai & Davide Pumpo
Creative Director: Matthew Swan
Video Production: Jungle Creations & Twisted Media
Media Partnerships (OMD Create): Hanna Rai
Head of Project Management (Jungle Creations): Kelsie Leonard