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

New Insights Report: BODEN Agency Helps Brands Tap “The Power of the Mamiverse”