The Challenge

As EU policy shifts toward implementation, PepsiCo wanted to reinforce its role in Brussels as a constructive, long-term partner, aligned with Europe’s competitiveness agenda. 

While active across agriculture, packaging, water and innovation, the challenge was to present this work in a clear, connected way that resonated with EU policymakers and reflected delivery rather than ambition.

The Strategy

We supported the development of Cultivate, a policy communications platform designed to demonstrate leadership through concrete action.

The strategy focused on three proof points - resilient resource use, trusted food systems and responsible innovation -anchored in live EU policy debates to ensure relevance and meaningful contribution.

The execution

In collaboration with the PepsiCo team and Bump, who led the creative activation of the policy experience, we shaped a clear narrative for each session, secured expert and high-level speakers, targeted participants from EU institutions, industry, NGOs and associations, and drove visibility through digital-first promotion. 

Coordinated social content, outreach and partner amplification were used to stand out in a crowded Brussels events landscape.

The Outcome

Over two days of policy debates, Cultivate attracted strong and relevant attendance across sessions, reinforcing PepsiCo’s positioning as a constructive, solutions-oriented partner in the EU agri-food transition. 

The programme increased the visibility of PepsiCo’s sustainability and innovation work in a policy-relevant context and strengthened the links between Brussels and national markets.