PepsiCo UK Health Report

We implemented an integrated online and offline strategy to launch PepsiCo UK's first ever Health Report which sets out their future health driven agenda. Already a number of high profile supporters have given their backing to the report including the Secretary of State for Health Andy Burnham, the Medical Research Council and Peter Madden, Chief Executive of The Forum for the Future.

Introduction

We have worked with the Corporate Affairs team on a wide range of communication projects since 2008, helping to create a corporate brand for its UK & Ireland operations.

PepsiCo UK has developed a ten year strategy to make its food and drink products healthier. It includes a target for 50% of PepsiCo's UK savoury snack range to either be baked or include 'positive nutrition' such as fruit and veg, wholegrain or fibre, by 2015. We were asked to help communicate this new initiative and to display their commitment to producing healthy and ethical products.

Objectives

• Communicate PepsiCo UK's health agenda
• Fully integrate 'Performance with Purpose' message into all activities
• Develop brand symbols that allow complex information to be put in a simple format
• Promote brand accessibility
• Devise an integrated online/offline launch strategy

Strategy

PepsiCo UK had undertaken a large amount of research and data collection in line with their new health report that needed to be put in a simple and readable format.

This was our first goal, to develop a common theme that would allow readers a simple, informative and enjoyable experience when using the report. Our strategy was to roll out the theme across a range of media including print, online and offline, banners, e-marketing and internal support material.

Solution

Our design was clearly in the family of reports we had created for PepsiCo UK including their Environmental Sustainability Update and Carbon Footprint Manifesto.

To support and reinforce the 'Performance with Purpose' message, we developed a series of icons to be used across the launch materials. These were developed to act as corporate symbols that PepsiCo UK could use to identify and engage with internal and external stakeholders.

Results

The PepsiCo UK Health Report 2010 has successfully communicated a change programme to a huge international audience, inside and outside the business. Already a number of high profile individuals have given their backing to the report including the Secretary of State for Health Andy Burnham, the Medical Research Council and Peter Madden, Chief Executive for Forum for the Future.