Wolt is Better with Pepsi

Wolt is Better with Pepsi transformed retail media from a visibility tool into a full-funnel performance engine, demonstrating how advertising can be brought right up to the moment of purchase and converted immediately. Operating in a highly competitive Danish takeaway market shaped by competitors’ exclusive quick-service restaurant agreements, Pepsi wanted a scalable way to convert existing brand preference into measurable purchase behaviour.

Using Wolt’s first-party data, the campaign identified a key behavioural insight: beverage choices are secondary decisions, made in seconds at the moment of meal selection. Pepsi was therefore embedded directly into high-intent ordering moments across the entire Wolt journey – from discovery and venue listings to menu pages, item-level placements and sponsored carts. Off-site brand demand across YouTube, Meta and TikTok delivered over 34 million impressions, connecting storytelling directly to in-app conversion triggers and measurable commerce outcomes.

Execution was optimised in real time through live placement intelligence, reallocating spend towards high-performing restaurant partners, peak ordering windows and the best-converting combo offers, while scaling visibility across 300+ partners to secure near-national coverage. AI was also used to automate menu asset compliance and ensure consistent Pepsi branding at scale.

The campaign delivered measurable impact across brand, behaviour and sales. Pepsi was added to orders 3x more often, penetration rose to 18% (+12pp vs. 6% baseline), and sales nearly tripled during the campaign. Penetration remained ~30% above baseline post-campaign, demonstrating sustained behavioural change and long-term brand impact.