Challenge

Reposition Pepsi MAX as the natural match-day companion for young football fans, connecting taste, food and football culture.

Insight

Football is rarely watched in isolation. It happens around quick meals, snacks and shared moments a more useful role for the brand than another straight ad.

Idea

Better with Pepsi MAX. Big Zuu created quick match-day recipes designed around Pepsi MAX. Fans discovered the content socially, shopped the ingredients through Amazon Fresh and received Pepsi MAX samples with their purchase.

My Role

As Creative Director, I pitched this proactively off the back of Brand Innovation Lab credentials, after hearing the opportunity directly from the client. The insight was simple: recipe content is everywhere, but customers still have to go and buy the ingredients themselves. We built the solution around that watch the recipe video, add the ingredients to basket in one click, get next-day delivery before kick-off and that's how the campaign was pitched and won.
I ran the team and the creative, built the brand toolkit for Twisted, got it signed off internally with Pepsi, and creative-directed some of the shoots with Big Zuu. The results carried the model into other verticals, and we shared the learnings across the European team.

Impact

• 460K Hub Visits

• 11K+ sample redemptions

• 99% positive sentiment

• +120% TikTok views for Big Zuu

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.

Creative Direction · Integrated Campaign · Social · Influencer · Retail Media · Commerce