Pepsi boosts black-owned restaurant marketing and rewards consumers with Dig in Day

Pepsi continues to iterate on its Dig In platform, first launched in January 2021, in support of black-owned restaurants. After hosting a national TV commercial and documentary, the beverage giant is stepping up its efforts to keep the business alive for consumers and businesses, allowing them to increase sales directly at black-owned restaurants.

Pepsi uses its marketing expertise to provide black-owned restaurants with branded materials and other company assets through a microsite. This effort comes when several major marketers commit to helping black companies overcome systemic barriers across industries. The marketer is also working with celebrity chef JJ Johnson, who will help create exciting experiences as part of Dig in Day.

For consumers, Pepsi has launched a mobile-optimized ‘passport’ site that helps them find black-owned restaurants, track their purchases, and have a chance to win prizes. The retailer is offering consumers who submit their November 6 receipt access to a premium collector’s item to be announced shortly. Rewards and loyalty programs have become one of the main ways marketers interact with consumers and gather data for themselves.

In addition to supporting black consumers and restaurants, Pepsi encourages other companies to participate in Dig In Day. Business partners, including the James Beard Foundation, marketing platform BentoBox, marketing agency Intersport, and the official Golin connection, have promised lunch for its employees at a Black’s restaurant on October 28th. Pepsi also partners with EatOkra, a local black restaurant guide; Black & Mobile, to support catering development efforts; and MyBlackReceipt to track uploaded receipts.

Dig In and Dig In Day are part of PepsiCo’s $400 million commitment by 2020 to promote racial equality in the business, industry, and local communities. By making new efforts under the initiative, the marketer can demonstrate their continued commitment to an issue that is important to a variety of consumers.