Description
Remezcla Media Group and Pepsi have launched a new content series –”Holding the Line” – that celebrates football fandom and food through authentic cultural conversations. The two-part series launched on November 21 and will run across social and YouTube channels (Remezcla, Pepsi and Mundo NFL) through the end of the 2024 football season.
The work comes on the heels of Remezcla Media Group’s newly established partnership with the NFL to grow the league’s Hispanic fanbase. Pepsi is the first brand collaboration stemming from that partnership.
By tapping into Hispanics’ unapologetic love of food and their growing interest and passion for the NFL (over 25 million Latino fans nationwide), the creative underscores the audience’s affinity for food and the sense of togetherness that shared meals provide while positioning Pepsi as a go-to beverage that pairs well with any meal.
Presented by NFL Por La Cultura and sponsored by PEPSI®, Holding The Line brings three Latina chefs to the Dallas Cowboys tailgate, serving up tacos and gameday chops like you’ve never seen before. Watch as they reinvent the tailgate tradition, one flavorful bite at a time. Prepare for a celebration of food, PEPSI®, football and the power of comunidad.
To celebrate the intersection of Latino food and gameday culture, Game Day Antojos is an original editorial photo series that will spotlight two cities—Los Angeles and Miami. The series captures the essence of local Latino eateries – Casavana, Señor Lechón, Taqueria El Poblano – on NFL game days through documentary-style photography and storytelling, blending NFL Sundays with the rich flavors of Latino cuisine. Celebrating traditions from Cuba and Mexico, Remezcla captures the artistry behind special game-day dishes with proud owners and cooks who reinvent traditional favorites to celebrate the rituals of NFL food culture – all paired with a cold Pepsi or Pepsi Zero Sugar.
Showcasing the trenches of NFL tailgate culture mixed with Latino food and culture, Holding the Line is a social-first video series that brings together a squad of three talented line cooks from respected restaurants, where they will set up shop at stadium tailgate events, adding their touch to traditional tailgate foods by infusing flavors from Latin American culinary traditions.
Cooks: Anastacia Quiñones-Pittman, Octavio Olivas Benítez, Jhonny Delgado.
The series follows these cooks as they bring the bold flavors of their kitchens to NFL stadiums, showcasing their skills while sharing their dreams, aspirations, and stories that have shaped their culinary journey.
This professional campaign titled 'Holding the Line' was published in United States in November, 2024. It was created for the brand: Pepsi, by ad agency: Remezcla Media Group. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted about 2 months ago.
