Project: corporate communications

In mid-March 2020, due to a growing epidemic threat, in response to the needs of local communities, PepsiCo Poland implemented the PepsiCo Assistance Program. The aim was to provide real support to medical staff, local communities and foodservice establishments, most affected by the pandemic.

Two months later PepsiCo Poland delivered the second stage of the Assistance Program, which included financial and other in-kind contributions to organizations, including the major charity in Poland, continued support for the medical staff and senior citizens, as well as the foodservice partners by donating some 1 million beverages to them. The total assistance program has been valued at approx. 6m PLN.

Questia developed the communications strategy and the narrative for the programme, established relationships with partners, and oversaw the implementation of the communications programme.

The PepsiCo Assistance Program was widely covered by the media. In addition, the initiative was recognized in the independent Best in Class programme organized by the European Branded Content Marketing Association – BCMA Global Lockdown Content Showcase.