Submitted by Jungle Creations

Pepsi MAX Refreshing Half-Time with Big Zuu and Twisted

Influencer Marketing

Jungle Creations paired Pepsi MAX with Big Zuu and Twisted for football half-time recipe videos on Instagram and YouTube, which the agency reports drew 10.5M UK views.

10.5MUK Views

Case in 60 seconds

Pepsi MAX wanted to enter football culture by pairing bold match-day flavours with an equally bold personality, and it needed social content that would engage fans while also driving action both online and offline.

The page treats match-day food as the link between Pepsi MAX and football fans, because a game-ready recipe gives a fan something to cook and shop for rather than only a branded message to watch.

The organising thesis was a social-first recipe campaign that paired Big Zuu with Twisted's short-form food format, so that Pepsi MAX showed up at half-time through flavour, pace and personality in keeping with its premium identity.

Twisted made short-form recipe videos with Big Zuu for Instagram and YouTube, linked to a bespoke Amazon Fresh hub where viewers could shop the ingredients instantly. Twisted London sampling and a Mail Online homepage takeover then carried the campaign offline and beyond social feeds.

Jungle Creations reports 10.5M UK views and a 99% positive sentiment rate, and states that the campaign delivered 5X the branded content benchmark for action intent across its recipe content.

Strategy Breakdown

Football fans, whom Pepsi MAX set out to engage and inspire with game-ready recipes they could act on online and offline.
Football culture is the setting Pepsi MAX wanted to enter, and the page pairs it with bold match-day flavours so the brand arrives through the food fans eat around the game rather than through the sport itself.
Pepsi MAX plays the bold partner to match-day flavour, and the page says every element, from the influencer to the creative to the final plate, was built to reflect its premium identity and strong brand voice.
The campaign treats half-time as a moment when fans want food ready to hand, so the bespoke Amazon Fresh hub was built for instant ingredient shopping rather than leaving the recipe as something only to watch.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube

Partners

  • Jungle Creations

Creator role

  • Big Zuu

Results & Evidence

MetricValue
UK Views10.5M UK views
Positive Sentiment Rate99% positive sentiment

Why Jungle Creations' strategy worked

  1. 1

    A drinks brand gains a practical reason to sit inside a cultural moment when it arrives through a recipe format, because the recipe carries the product into the viewer's own match-day routine rather than leaving it as a logo beside the content.

  2. 2

    Attaching a shoppable retailer hub to recipe content shortens the path from watching to buying, which is how a social campaign can claim action intent rather than attention alone.

  3. 3

    In-person sampling and a news homepage takeover extend a social-first campaign into offline and publisher surfaces, so the same recipe idea meets fans in more than one place rather than only in their feeds.

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