Empowered Latina entrepreneurs
The Challenge
Latina small business owners are an economic force but are particularly vulnerable due to a combination of existing systemic and cultural barriers and the COVID-19 pandemic.
The Idea
Introducing Jefa-Owned, a rallying cry for Latina food & beverage entrepreneurs to take their businesses to new heights with the resources available through PepsiCo Juntos Crecemos, such as the Hispanic Digital & Delivery program (HDD).
From ringing the Nasdaq opening bell to celebrating National Jefa Day with an Hija De Tu Madre collaboration, we shined a much-needed light on Latinas across the country.
The Impact
- 1.3 Billion media impressions
- 100% positive/neutral sentiment
- 45% follower increase across social media platforms
- 90+ applications for the Hispanic Digital & Delivery Program
