- Pepsi will celebrate the cuisine and culture of New Orleans in its Super Bowl activation this year, in keeping with the brand’s platform of connecting itself to the enjoyment of eating and its #FoodDeservesPepsi positioning.
- In one event, the brand will host the “Pepsi Super Bowl Boil,” which will pit two of the city’s restaurants battle for the title of champion. Fans are currently able to choose between eight favorites to see which two compete for the title on February 7.
- The brand will also stage the “Pepsi NOLA Eats Fest,” which will feature ten local restaurants serving their most popular dishes along with Pepsi-inspired crafted cocktails. Pepsi has enlisted rapper and entertainer Action Bronson to generate buzz, as he will be on-site visiting all of the popups and entertainment at the two day event.
“The Pepsi NOLA Eats Fest is about celebrating the classic New Orleans flavors that have made the city’s cuisine renowned worldwide. From Cajun seasoning to seafood boils, we’re here to spotlight the delicious dishes the city’s local restaurants have to offer on game day and beyond, and how enjoying them with a Pepsi unlocks even more flavor,” said Scott Finlow, chief marketing officer of PepsiCo Away From Home.
The Eats Fest will be open from Noon until 5 p.m. on Friday, Feb. 7, and Saturday, Feb. 8, at Woldenberg Riverfront Park. Restaurants being featured at the fest include Boswell’s Jamaican Grill, Joe’s Italian Bistro, Los Jefes, Morrow Hospitality, We Dat’s, Willie Mae’s Scotch House and Jay’s BBQ. Entertainment will include local brass bands, DJs and other acts.
The Super Bowl Boil, meanwhile, will take place on Friday, Feb. 7, between Noon and 2 p.m. The two finalist eateries will present their best dishes to a panel of judges (including former NFL Player and 2021 Walter Payton Man of the Year Andrew Whitworth) for the chance to win $10,000 cash and a “free lunch” day for their customers, paid by Pepsi. The eight restaurants in contention for fan voting are: Mr. Shrimp’s Kitchen, Peewee’s Crabcakes, Pra_LEES, Dee’s Xquisite Seafood, Melba’s Po Boys, Williams Seafood & Po Boy, Crawlins Seafood, and Dry Dock Café.
Finally, the event will include a DRIPS by Pepsi pop-up where consumers will have the opportunity to try nine craft cocktails, including three inspired by the Super Bowl host city: Pepsi Praline for Ya, Dew Dirty Gator and Starry Berry Beads.
