Deutschland bestellt: Digital Solidarity Campaign by PepsiCo with 100 Million Reach

Background and Challenge

The COVID-19 pandemic posed existential threats to the hospitality industry. Restaurants were forced to pivot overnight from dine-in service to delivery and takeout models to survive. PepsiCo recognized this critical situation and decided to support the severely affected food service sector in partnership with the German Association of System Gastronomy (BdS) and other food industry allies.

Approach and Realization

Drawing inspiration from the successful American initiative #TheGreatAmericanTakeout, which encouraged people to order from local restaurants on designated action days and share meal photos on social media, DAVIES MEYER adapted this proven concept for the German market. The #DeutschlandBestellt campaign was launched with remarkable speed.

The campaign centered around the website www.deutschlandbestellt.de, providing comprehensive information about the initiative. Simultaneously, creative and attention-grabbing content was deployed across social networks – designed not only to engage audiences but to drive concrete action. Influencers and bloggers amplified the message, fostering organic growth of the movement.

Results

The campaign achieved impressive reach: over 100 million contacts across print, radio, and online media, plus hundreds of shared meal moments on social platforms. This extensive exposure played a crucial role in helping local restaurants navigate through one of the most challenging periods in the industry's history.