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Pepsi has always been grounded in unapologetic enjoyment, and consumers have always unapologetically enjoyed food. That’s why Pepsi and food unapologetically go together, better than anything else. But for 30+ years, the top U.S. burger chains have served their burgers with Coke, even though burgers go better with Pepsi. To better understand consumers’ actual preferences, Pepsi commissioned third-party blind taste tests and a consumer survey to discover how burgers from Burger King, McDonald’s and Wendy’s paired with different beverages. The results were clear: participants preferred Pepsi over Coke. There is an unspoken cultural truth that was tapped into for the campaign, which is the fact that for 30+ years, the top three U.S. burger chains have denied consumers the opportunity to enjoy their burgers the optimal way (with an ice-cold Pepsi), due to exclusivity deals. #BetterWithPepsi was a proactive campaign that came from this insight. By working with an origami artist to expertly re-craft paper bags of the top three U.S. burger chains, consumers saw that while Pepsi might not be on the menu, it’s always in the picture. Launched on National Burger Day, the OOH assets were strategically placed outside the headquarters and stores of U.S. burger chains, while also running in The New York Post and across social media. Lauded by the industry as one of the best Pepsi campaigns in the history of the brand, it went on to earn more than 3.6 billion impressions and a 1.1 share swing during the campaign period, making a big impact in a $29B category.