# Black-Owned Restaurant Initiatives Pepsi Enlists Chef Carla Hall to Kick-Off 'Pepsi Dig In Day' By Grace Mahas | Published 2022-10-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pepsi-dig-in-day References: [pepsidigin](https://www.pepsidigin.com/) & [instagram](https://www.instagram.com/pepsidigin/)  [Pepsi](https://www.trendhunter.com/trends/dig-in-day) Dig In is a "purpose-driven platform designed to drive access, business acceleration and awareness for Black-owned restaurants." The brand recently enlisted chef Carla Hall to announce the return of Pepsi Dig In Day on November 5th and encourage consumers to dine at Black-owned restaurants. From October 25th through November 6th, fans who post their meal and tag their favorite local Black-owned eatery will have the chance to win $5,000 for themselves and a $5,000 donation for the nominated restaurant when they include @PepsiDigIn and #DigInShowLove #sweepstakes. “I’ve always been passionate about celebrating the food and community that Black-owned restaurants bring to the table. Pepsi Dig In does a phenomenal job of supporting these culinary gems with initiatives like Pepsi Dig In Day. We can all make a tangible impact by dining at these restaurants and enjoying what they have to offer,” said chef Carla Hall. Image Credit: Pepsi ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 14% | Activity: 26% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Supporting Black-owned Restaurants:** Pepsi's Dig In Day promotes access, business acceleration and awareness for Black-owned restaurants - **Social Media Campaigns:** Pepsi's Dig In social media campaign incentivizes consumers to eat and support Black-owned restaurants by offering cash prizes - **Celebrity Endorsement:** Pepsi enlisted Chef Carla Hall to endorse Dig In Day and promote dining at Black-owned restaurants ### Industries Being Reshaped - **Food and Beverage:** Restaurants can benefit from initiatives like Pepsi's Dig In Day to increase business and drive awareness for Black-owned restaurants - **Marketing and Advertising:** Social media campaigns like Pepsi's Dig In Day can help brands drive social impact and increase brand awareness by supporting causes they care about - **Celebrity and Influencer Marketing:** Partnering with celebrities and influencers can increase the reach and impact of campaigns that support causes like Black-owned restaurant initiatives. ## Related on Trend Hunter - [Black-Owned Restaurant Initiatives](https://www.trendhunter.com/trends/blackowned-restaurant.md) - [Uplifting Restaurant Campaigns](https://www.trendhunter.com/trends/pepsi-dig-in.md) - [Vegas Restaurant Initiatives](https://www.trendhunter.com/trends/vegas-restaurant.md) - [College-Targeted Awareness Campaigns](https://www.trendhunter.com/trends/taste-of-tomorrow.md) - [BIPOC Culinary Grants](https://www.trendhunter.com/trends/black-opportunity-fund.md) - [Celebratory Soda Diners](https://www.trendhunter.com/trends/the-125-pepsi-diner.md) - [Local Eatery-Elevated Soda Campaigns](https://www.trendhunter.com/trends/super-bowl-lix.md) - [Black-Owned Black Friday Initiatives](https://www.trendhunter.com/trends/buyblack.md) - [Black Artist-Promoting Campaigns](https://www.trendhunter.com/trends/marsai-martin.md)