Culture
Take half-time to the max.
Match day runs on quick food. We made Pepsi MAX part of the order.
Celebrity chef Big Zuu, fast match-day recipes, ingredients on Amazon Fresh and a free Pepsi MAX in the basket. "Better with Pepsi MAX" paired the drink with the meal, and won Best Brand/Publisher Partnership at the Digiday Media Awards Europe.
PepsiCo | Twisted | OMD UK | Jungle Creations | UK | 2023
Creative Direction · Integrated Campaign · Influencer · Social · Retail Media · Commerce
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.
OOH Campaign near Amazon Fresh stores.
Amazon Fresh bag design.
Challenge
Make Pepsi MAX the go-to refreshment for UK football fans aged 18 to 34. Win the mealtime and snack moments, and shift fans away from competitor drinks in a crowded soft drink market.
Insight
On match day, fans want food that's quick and easy without giving up on flavour. That meal is the moment a drink gets chosen.
Idea
Own the match-day meal, not just the match.
Big Zuu created quick recipes made to pair with Pepsi MAX. Fans watched, shopped the ingredients through a custom Amazon Fresh hub, and got a free Pepsi MAX sample with their order.
A bespoke Amazon Brand Store held it together as the home of recipe inspiration. Big Zuu's TikTok and Twisted's food channels drove the social side, KFC came on board, and digital OOH targeted fans near KFC locations.
The first EU campaign to bring Amazon Ads and Amazon Fresh together.
Awards/Impact
460K+ visits to the recipe hub
11K+ Pepsi MAX sample redemptions
99% positive sentiment
+120% views on Big Zuu's TikTok posts vs his previous five
First EU campaign integrating Amazon Ads and Amazon Fresh
People
Creative Director: Matthew Swan
Art Director: Ina Arnautalic
Copywriter: Andre Jackson
Solutions Managers: Gemma Brydone & Bryn Stamp
Front-End Engineer: Gabriele Stefani
Design Technologists: Mirko Cappai & Davide Di Pumpo
Video Production: Jungle Creations & Twisted Media
Media Partnerships (OMD Create): Hanna Rai
Head of Project Management (Jungle Creations): Kelsie Leonard