Chicago isn't one thing, it's Polish delis and Puerto Rican jibaritos, Italian beef and Michelin-starred Filipino restaurants. The City of Broad Shoulders wears its diversity like a badge, and Pepsi wanted to show up as a brand that genuinely understood that.

As part of the TracyLocke team, I led the creative development of a full omnichannel campaign designed to drive engagement at Chicago food service accounts. The real challenge wasn't the cup, it was earning the right to celebrate a city that Chicagoans are fiercely proud of. Working with illustrator Tania Gonzalez, we created a limited-edition cup with artwork rooted in Chicago's multicultural food heritage and neighborhood identity, extending across counter cards, static clings, social posts, and restaurant banners under the campaign line "Chicago Is Our Kind of Town."

The activation also included a digital loyalty microsite, customers scanned a QR code, filled a digital cup with each Pepsi purchase, and earned sweepstakes entries toward a $50 gift card, rewarding repeat visits and keeping the brand in the loop between purchases. A small format doing a lot of work, culturally, commercially, and digitally.