PepsiCo appoints Special PR for Pepsi, Red Rock Deli, and Smith’s

Independent public relations agency Special PR has been chosen as the partner for PepsiCo brands, including Pepsi, Red Rock Deli, and Smith’s, expanding Special Group Australia’s role with the global food giant.

This partnership extension follows a competitive tender process in 2022, during which Special Group secured PepsiCo’s creative and advertising accounts for the mentioned brands.

Former Havas managing partner, Alex Bryant, launched Special PR in July last year.

Special PR will handle the development of creative earned campaigns, PR strategy and activation, content development, media relations, publicity, and influencer relationships across Australia, with a focus on Gen Z and culture.

Vandita Pandey, PepsiCo's chief marketing officer (snacks and beverages) for Australia and New Zealand, noted Special PR’s dedication to "culture, creativity, and ideas" as compelling factors in their selection.

"The team’s ambitious spirit and individual track records across the consumer and lifestyle space proved Special PR to be the perfect partner," said Pandey.

Lindsey Evans, partner and CEO at Special Australia, added that she looks forward to bringing together the teams from both Special Group and Special PR with PepsiCo.

"With the clever and creative minds working on these brands we look forward to continuing to create standout work that challenges conventions."

The announcement comes after Special's recent collaboration with Red Rock Deli and music group Pnau, in which they created a musical piece using sounds inspired by the snack brand's flavours, extending its 'Awaken Your Senses' brand platform.

"The ambition, bravery, and incredible partnership ethos built between PepsiCo and Special so far has already allowed us to unlock such exciting work, which we can’t wait to unveil," Bryant added.

See also: Red Rock Deli teams up with Pnau for new single via Special

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Top Image: Alex Bryant