BEST PRACTICES

• Impressively marking the milestone of 30 years of presence in Vietnam while demonstrating its commitment to long-term investment and sustainable development in this market, PepsiCo Foods has officially commenced the construction of a modern food manufacturing plant in Ha Nam Province.
• The construction of the plant also promotes PepsiCo Foods’ sustainable potato farming model, expanding its reach to the northern region and bringing numerous benefits to farmers in Ha Nam and neighboring provinces.
• This initiative aligns with the realization of the Positive Agriculture strategy, which PepsiCo is implementing globally.

Challenges:

• Commitment to KPIs: This is the first collaboration with PepsiCo Foods, involving multiple rounds of bidding with a commitment to achieving KPIs on top-tier newspapers and media outlets in Vietnam.
• Conveying a comprehensive yet concise message: The 30-year journey of PepsiCo in Vietnam and PepsiCo Foods' contributions to sustainable production and agriculture include numerous stories and impressive achievements. However, it is necessary to distill and deliver these messages scientifically so that readers can grasp the essence effectively.
• Coordination among multiple parties: The groundbreaking ceremony for the PepsiCo Foods plant is a large-scale event involving various operational units, requiring smooth coordination to ensure a successful and consistent event.

Opportunities:

• Reaffirming Corporate Responsibility: The event serves as a prime opportunity for PepsiCo Foods to showcase its commitment to being a responsible business, not only in production but also in sustainable agriculture, strengthening public trust and admiration for the brand.
• Engaging Local Communities: By drawing the attention of residents from Ha Nam and neighboring provinces, the event supports recruitment for plant operations and encourages more farmers to adopt the sustainable potato farming model.
• Showcasing Achievements: It provides a platform to highlight PepsiCo Foods’ and PepsiCo’s impressive milestones and contributions over the past 30 years in Vietnam.
• Strengthening Media Relations: The event creates a valuable opportunity to engage with journalists, fostering connections and enhancing media coverage.

• Content strategy: Use the plant groundbreaking event as a milestone to emphasize the Positive Agriculture and Positive Value Chain messages, which are part of the Pep+ strategy. Leverage leadership speeches to affirm PepsiCo Foods’ commitments.
• Media engagement: Compile content on sustainability for journalists ahead of the event to persuade top-tier media reporters to study and align their coverage. Maximize earned media by utilizing GP’s extensive media network.

• One news segment broadcasted during the 7 PM prime-time news on VTV1.
• 20 journalists invited to the event, achieving 120% of the targeted media coverage, including major outlets such as Dân Trí, CafeF, Đầu tư, Thanh Niên, Tuổi Trẻ, and more.
• Two videos were produced: a factory introduction video and an event opening video, leaving a strong impression on attendees.

• Enhanced corporate reputation, effectively communicating PepsiCo Foods’ strategic vision and sustainable development programs.
• Expanded connections with the media and partners.
• Established a foundation for continuing communications activities in 2025 related to the Ha Nam factory operations.

• Optimize content for each media platform.
• Leverage live event content to attract attention.
• Utilize strong media relationships to maximize communication effectiveness.