Pepsi
A scalable city-by-city video franchise celebrating the local eats that define America's food culture.
Responsibilities
Deliverables
Overview
Pepsi wanted to become the go-to beverage alongside iconic local foods for younger audiences across key U.S. markets.
I created Local Eats, a repeatable editorial franchise for Eater that could scale city by city while maintaining a consistent creative point of view. After launching Season 1, I analyzed performance, optimized the creative, and mentored a junior creative to lead Season 2.
Creative Approach
Instead of spotlighting the obvious dishes, we focused on the foods locals actually love, giving viewers an insider's perspective while making each city feel authentic, personal, and worth sharing.
To make the format feel native to social, I developed a repeatable storytelling framework built around food-first sensory hooks, conversational camera placement that made viewers feel like they were sitting across the table, and authentic creator perspectives over scripted endorsements.