Pepper is a woman-founded business that caters to small chest women, attempting to limit the frustration of finding the correct bra and eliminating any "common [...] shopping problems." The brand seeks to reclaim the insult "flat as a pancake" by deflecting its meaning to incorporate a delicious component. As National Pancake Day was on March 12th, Pepper announced on social media that it will be celebrating National Flat Chest Day instead.
The activation involved an e-store-wide promotion. Individuals who purchased lingerie from Pepper's website on March 12th got a return of $4.65 USD to spend on a short stack of pancakes at the International House of Pancakes. The promotion did not only have the ability to empower small chest women and celebrate their bodies but it also offered a delicious twist to the mix.