PepsiCo

We partnered with women in film to empower women in farming.

Creative Strategy | Video Production | Global Campaign Production

Overview

As part of the largest single grant given by the Foundation in PepsiCo’s corporate history, RipplEffect helped engage and educate conscious consumers, internal stakeholders, and the general public on the “crop gap” — the unequal access women face in agriculture-dependent economies. Highlights include a five-part global campaign featuring award-winning short-form videos created by female videographers local to each region.

Measuring the Impact

$18.2

Million Dollars Granted

The largest grant in PepsiCo history, with commitments to full-circle hiring practices + $11k in additional Kiva loans granted to campaign participants.

90 Mill

Video Impressions

Successfully garnered 90M+ impressions, 9M+ video views, 120K engagements and 2,100 user engagements. 19 media placements and an estimated 133M+ unique monthly visits.

5 Mill

Women Impacted

5 million female farmers provided with access to education, resources, and economic support to increase their crop yields, incomes, and access to nutrition.

Challenge & Objective

As a leader in the world’s food system, agriculture is at the core of PepsiCo’s food and beverage business. With a commitment to tackling the risks and challenges facing the global agricultural landscape today,  PepsiCo is addressing these complexities head-on. The RipplEffect team was tasked with telling this story. 

Our Solution

Concepted and produced a five-part global educational campaign, demonstrating the challenge women in agriculture face globally through short-form videos created by female videographers local to each region. The videos highlight 5 women facing the crop gap issue in 5 differing markets: Egypt, Turkey, Guatemala, India and the U.S. 

  1. Launched a microsite taking consumers along a journey authentically revealing the core theme of shared circumstances. The site brings to life the issues facing women in agriculture globally, despite differences in culture, lifestyle, and geography. 
  2. Viewers received credit for a Kiva.org micro-loan that could be used to benefit other female entrepreneurs.
  3. The depth of the content illustrated how women in agriculture not only face the crop gap, but how this “gap” transcends industries to include women in other fields, including the creative arts (video production). The series drove home how brands and consumers alike have the power to invest in women small-scale producers. Thus giving them access to the resources, support, information, skills, and confidence they need to invest in their farms, families and communities…thereby Closing the Gap.
  4. The campaign was recognized with several accolades, including the 2019 Honorary Award at Cannes Film Festival, Harvey C. Russell Diversity and Inclusion Award, and was nominated Best Global Campaign at the 2019 Shorty Awards.
Spoken Words

“RipplEffect brings an innovative perspective on telling stories from a respectful, sensitive lens. This allowed us to demonstrate the impact of the largest grant our foundation has given in corporate history ($18MM) on a global scale.”

Jeff, VP PepsiCo Digital Communications

Team

Let's Parter to Make Your Ripple.

Team